searching for information that will develop the needed trust before proceeding further. It
is in this phase where purchaser requires adequate background information about the com pany
behind the website. The purchaser also wants good description of product offerings. He/she wants to
know the accuracy of the information, probably doing some cross-checks with other sources and
making sure information posted on website is current. Lastly, an other major behavioral pattern
here is to search for indication on guaranteed protection of privacy of personal information that
is given to the website. E-commerce businesses could employ logo assurance services to bring
credibility to their websites. Security has always been a major fear for online consumers.
E-commerce businesses should employ the latest state-of-the-art technology in dealing with web and
transactions security. These security features should be made known to purchasers as soon as
possible and therefore should be part of the requirement of the first phase of the model.
In the second phase, Online Purchase Experience, the purchaser is acting like a typical shopper in
any physical shop. He/she browses the product offerings. The significant differ ence between
virtual and reality shopping is that the former could not afford the purchaser the sense of touch
while the latter does not give the purchaser much opportunity to compare prices for the same
product. An online shopper cannot try out products but he/she could have extensive price comparison
by going to other websites that offer a similar product. However, price difference is quite minimal
since the same opportunity is also been ac corded to the online sellers to compare prices and make
adjustments quickly. In this phase, the online purchaser wants fast search capability and intuitive
navigation so that he/she could move back and forth with ease within the different web pages of the
company. The purchaser is looking for ease of buying experience, inspecting product information,
look ing at payment modes (which is like checking out the cashier counter in physical store),
quick check at company information and sales policy, and also been able to go back and forth to
look at other products. These behaviors require website to cater to flexibility in