ABSTRACT
The objective of the study is to help online marketers in designing effective online stores. To accomplish that task we explore the mediating role of product types in consumers' evaluations of different characteristics of websites. Products are categorized using the FCB grid and web design features are identified based on past literature. To address the study objective we empirically test consumers' opinions and analyze the data using MANOVA procedures followed by ANOVA and t tests. The results of this research show that both product types and website characteristics influence how consumers view websites. Overall however, navigation, product comparison, and quality of information provided on the websites were found to be the most important across different product types.