assessing domestic customer's attitude for website usability and attractiveness in iran petrochemical commercial company (ipcc)in b2b market space

this study assessed domestic customers' attitude for website usability and attractiveness in iran petrochemical commercial company (ipcc) in business to business (b2b) market space . a three-phase conceptual scheme for website evaluation is examined based on constructs such as attractiveness, navigation and transaction. a website with aesthetics appeal can help initial attraction, communicate brands, essential values and create identity and image for the company. usability is redefined at two levels of navigation and transaction. the questionnaire findings on a sample of 139 purchasing companies in the field of polymer and chemical materials show that aesthetics design factor have less desirability in contrast with usability variables. a comparison between 2 stages of usability have more importance on transactional phase than navigational tools . a friedman ranking indicate the variables in order of importance are readability, structure, trust, typography, layout , color, navigation, learnability, content , transaction, consistency , and style. the results would guide ipcc for its website development on later stages to achieve an integrated website to serve its foreign customers, suppliers and other stakeholders.