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Summary "The introduction of the Internet, coupled with the rapid proliferation of the World Wide Web (WWW), has created a challenging arena for business" (Liang 431). Electronic commerce (e-commerce) is business performed over the Internet through web sites. E-commerce has proven to be an effective way of transacting securely and privately. However, certain underlying aspects of this new trend could affect the performance of a web site. The most important aspect is web design. Web site design is key to attracting and retaining consumers. Consumers are more likely to shop at well-designed web sites (Liang 431). The design of a web site needs to be simple yet functional. To accomplish this, a set of guidelines or the Consumer Decision Process Model (EKB model) is required. This model divides consumer decision processes into five stages: problem recognition, search for information, evaluation of alternatives, choice, and outcome evaluation. These guidelines are further...

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