This research-in-progress paper examines factors that affect ecommerce. The design of ecommerce web sites has offered many challenges and opportunities for organizations throughout the world. There has been a rich stream in the information systems research on the antecedents of good web design. This has included ideas of how the size of the web site (e.g. the download delay) affects users’ perceptions or even how interactive components affect consumer behavior. The contributions of this paper are two-fold. First, a conceptual model of the factors influencing online consumer motivation is presented. This model draws on Self-Determination Theory (SDT) as well as the current practices used in web design. The model adapts concepts from SDT, and references components of use of motivation in design. Second, this paper presents an instrument that has been validated in laboratory and field tests.