The Criteria of Websites Quality on Consumers' Buying Behavior

The aim of this chapter is to investigate the effects of website quality criteria that affect the customer purchasing intentions. Website quality criteria are categorized as security, privacy, usability and web design, convenience, trust and confidence, product value, and product customization. In this study, the criteria are chosen in accordance with the two main criteria of the technology acceptance model. In this chapter, Decision-Making Trial and Evaluation Laboratory (DEMATEL) is used to evaluate the effects of criteria on each other from a causal perspective. According to the research findings, security, trust and trustworthiness, product value, and product customization criteria are more effective than privacy, usability, and web design convenience criteria.