Main Article Content
Abstract
Internet nowadays is no less important than air for human existence. The present research is therefore an attempt to find the answers to several questions like whether enhancing functioning of the website by conveniently locating the desired service with appropriate interactivity will have positive impact on online purchase behavior. Factors promoting credibility and integrity will have positive impact on online purchase behavior and whether Visual appeal of the website will have a positive impact on online purchase behavior. The research is conclusive. Several hypotheses have been used to establish the relationship. In this study, the dependent variable is purchase behavior which relies on various attributes of the website such as such as Visual appeal of the website, functionality factors, and psychological factors.