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Critical Success Factors in E-Commerce

This study investigated the critical success factors of e-commerce websites from the perspective of Pakistani consumers. Six factors were identified from previous literature: performance and usability, web design, web content, security and privacy, shopping process, and technical support. A survey of 212 Pakistani consumers found that all six factors were statistically significant for both genders. However, females showed a greater preference for all factors except web content. Females also considered the shopping process significantly more important than males. Security and performance was found to be the most important success factor according to consumers. The study aims to help e-commerce websites align with factors critical for long-term success and consumer retention.

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Muzna Faisal
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6 views1 page

Critical Success Factors in E-Commerce

This study investigated the critical success factors of e-commerce websites from the perspective of Pakistani consumers. Six factors were identified from previous literature: performance and usability, web design, web content, security and privacy, shopping process, and technical support. A survey of 212 Pakistani consumers found that all six factors were statistically significant for both genders. However, females showed a greater preference for all factors except web content. Females also considered the shopping process significantly more important than males. Security and performance was found to be the most important success factor according to consumers. The study aims to help e-commerce websites align with factors critical for long-term success and consumer retention.

Uploaded by

Muzna Faisal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

A Study on Critical Success Factors for E-commerce Websites: Consumer Perception

Muzna Faisal1, Khurram Adeel Shaikh2 and Tariq Jalees3

Abstract

There is has been a lot of growth in the E-Commerce industry worldwide. Online presence is now
considered essential for the long term success of any business. Due to lack empirical evidence on what
factors of E-Commerce websites are perceived as critical by consumers, website developers and owners
are unable to attract and retain visitors. The current research investigates the critical success factors
(CSF) of e-commerce websites from the Pakistani consumer’s perspective.

Based on earlier literature six critical factors (Performance and usability, Web design, Web content,
Security and Privacy, Shopping process and Technical support) were identified and subsequently a
conceptual framework was developed. Using a convenience sampling technique responses 212 usable
responses were collected using a questionnaire adopted from earlier research. The proposed
hypotheses were tested using a one sample t-test and Friedman’s mean ranking test.

Results of the analysis revealed that all six factors were statistically significant for both genders however
females showed more preference for all factors except web content where preferences were equal
among both genders. Furthermore females considered shopping processes to be significantly more
important than males. Security and performance was found to be the most important success factor
according to consumers. The current research can be very useful for E-Commerce website owners and
developers to help align their website design with factors that are critical for their long term success and
consumer retention.

1
Bahria University, Karachi Campus, Department of Management Science
2
Bahria University, Karachi Campus, Department of Management Science
3
PAF Karachi Institute of Economics and Technology (KIET)

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