Determinants of Reach and Loyalty – A Study of Website Performance and Implications for Website Design

The performance of websites in terms of the extent to which they can attract and retain traffic, strongly influences the volume of business transacted on them. Iden- tification of factors that influence website performance is there- fore necessary, for appropriately focusing website development efforts toward specific design parameters and including relevant performance-influencing features within the website. Although studies have described different characteristics related to web- sites, a systematic and comprehensive identification of ante- cedents to website performance is missing. This paper is based on an empirical study of the performance of 190 websites. It identifies seven factors that influence two different measures of website performance, the Reach and Loyalty. Information content, usability, ease-of-navigation and security are significant predictors of Reach. Ease-of-navigation, customization, security and availability are determinants of Loyalty.

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