Abstract:Business-to-Consumer (B2C) e-commerce is popular because of its convenience, speed and price. Although there has been intense debate about quality dimensions of e-commerce websites, more research is needed to find a well-established measurement. This empirical study identifies a set of measurements with 10 factors and their corresponding dimensions, including software development attributes based on the literature and the qualitative and quantitative data gathered from four different stakeholders. The survey results suggest that security, smooth transaction processes and smooth shopping processes are the most important concerns for online shoppers. The IS success model checking suggests that the proposed measurements are comprehensive. This work is compared with the customized ISO 9126 quality model.