Communications of the IIMA


This paper discusses several theoretical factors underlying successful Web-site design based on the research literature. Factors such as navigation strategies, animation, search capability, multilingual capability, and the use of color, graphics and icons are included. After identifying the significance of these Web characteristics, the paper reports on the results of an empirical study on Web-site design characteristics based on over 400 e-commerce Web sites that included six industry classifications. While some companies utilize traditional Web-site design approaches, others relied on different factors in their design.