Abstract
This study applied the Kano model to explore the relationship between the quality characteristics of website browsing environments and the level of users' satisfaction. The result showed that most of the assessment characteristics are of "must-be quality". The quality-improvement coefficients of "dissatisfaction reduction" are all higher than those of "satisfaction enhancement". In addition to gain an understanding of the quality variances for the website browsing environments of different characteristics, this study identified the quality characteristic that has the greatest influence on the level of users' satisfaction. The findings can provide an understanding on different customer segmentations and better the levels of satisfaction.
