... (Liang 436). Specific motivators include a good search engine, or direct support to the customer transaction process (Liang 432). Hygiene factors alleviate possible concerns associated with electronic transactions (Liang 436). An example of this is web security to protect customers from risks or unwanted events in the transactional process (Liang 432). Lastly, Media Richness is a mediums' capacity for immediate feedback (Liang 436). Features such as chat rooms, add more information channels to the transaction process (Liang 432). Consumers will often choose to return to a web site that contains these features. "The design quality of a store is measured by the extent to which these three types of factors are available" (Liang 436). "Design of an on-line store is more influential than the layout of a conventional store. This is because web pages are, in most cases, the only way that customers know which products are available at the ...

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