Designing effective cyber store user interface

Complementary to the increasing popularity of the Internet and WWW, electronic commerce (e‐commerce) has become a fast emerging industry and a significant global economic force. The online retail stores need to attract more visitors and convert them into the customers who actually purchase the products or services. To achieve this goal, these stores need to endeavor to enhance customers’ satisfaction to maintain positive relationships with customers. Satisfied customers have a higher chance of purchasing merchandise from the same store and remaining loyal customers. This study investigates the features that possibly influence the perceived satisfaction of online retail shopping among university students using 27 questionnaire items. The study findings imply that the online retailers may need to put emphasis on specifying how they guarantee on‐time delivery and risk‐free, hassle‐free return clearly on their Web pages. They should follow what they promise as much as possible to improve shoppers’ satisfaction. Clearly specified policies or explanations will perhaps make customers more satisfied and trust site more.