Businesses today are increasingly creating a compelling presence on the World Wide Web. This phenomenon is projected to sustain in the near future. However, many retailers are unable to capture their desired markets due to the lack of a comprehensive set of criteria for building effective business-to-consumer (B2C) websites. This study aims to investigate web designers’ perceptions of an “effective” website. Twenty web designers were interviewed using Kelly’s Repertory Grid Technique in order to elicit factors that they consider important when designing or developing B2C websites. Using grounded theory approach, these elicited data were then classified into 14 meta-categories. The intensive nature of the interviews eventually gave rise to a comprehensive framework that broadens the base of existing web evaluation literature. This framework is based on an adapted Technology Acceptance Model with the 4 dimensions of Perceived Ease of Use, Perceived Usefulness, Perceived Playfulness and Attractiveness.