Several factors can influence a consumer's likelihood of purchasing on the Web including trust, ease-of-use, and price discounts. This study examines over a dozen different variables that affect the decision to conduct business online. A survey of experienced Web users validated that poor design, security, and reliability tend to decrease a person's willingness to purchase through the Web.
Aiken, Milam and Vanjani, Mahesh B.
"Likelihood of Purchase On-Line: Reliability, Security, and Design,"
Communications of the IIMA: Vol. 4
, Article 1.
Available at: http://scholarworks.lib.csusb.edu/ciima/vol4/iss2/1