ABSTRACT
The evolution in Business to Consumers (B2C) studies has point out the importance of enhancing quality of web-based transactions to ensure sustainability of business in e-commerce. E-marketers need to address web-based factors which are significantly influencing buyers’online buying behavior. Online consumers, especially young consumers are playing an important role in online shopping and this provides an emerging prospect for online retailers (Syed et al. 2008). Particular to the behaviors of online consumers, skills and knowledge in information and communication technology (ICT) and age has been found to be strongly related to adoption and use of information systems,
including online retailing web-based systems (Feller, 2003).
