A systems model is used to illustrate the information flow between three subsystems in e-commerce: Store Environment, Customer, and Web Technology. In the process of purchase, a customer makes several decisions: to enter the store, to navigate, to purchase, and to pay. This artificial environment must be designed so that it can support customer decision-making. At the same time it must be pleasing and fun, and create a task with natural flow. The paper summarizes existing research and theories, and provides a few suggestions for future research.
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