This paper addresses the effectiveness of Web site capabilities. It is intended to empirically determine the importance of site properties for Internet sales performance. More specifically, we consider the relationship of characteristics such as navigability, interactivity, multimedia design and marketing communications content with sales attributed to the Internet. Advanced econometric modeling of cross-section data on businessto-business firms demonstrates that interactive responsiveness of

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... e site, enabling customized interactive programs and club membership, fast-downloading multimedia, such as frames and animation, corporate information stressing corporate positioning and active information submission on behalf of the target audience may influence sales performance. Important implications for optimization of business-tobusiness Internet strategies are also considered.