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In the Internet market, websites are the main interface between online merchants and their customers. Effective website design plays a critical role in attracting and maintaining customers ‘interest and in influencing their purchase behavior. Despite the singular significance of website design, little theoretical knowledge is available regarding how web-design elements impact the purchase behavior of online shoppers. By drawing on the theory of planned behavior and interpersonal influence, we develop and empirically test a conceptual model for the process by which web design elements could influence the purchase intention of online customers. This research provides a theoretical framework for the design decisions regarding websites in order to accommodate the salient features of online shopping.