recommendations, subjects needed to select the website to analyze since the objective of this work was to understand customer behavior instead of investigating a particular type of product or service being distributed. Three types of virtual m-vendor services were provided, each with simplified snapshots presented to subjects: buying digital cameras, renting a car for travel from a rental car agency and booking a hotel. A supplementary illustration of booking a hotel was in Appendix C. Only one type of services was allowed
to be chosen and the chosen one was used in the full study. The camera task was preferred and it was also suitable for further refinement in terms of visual design. For this task, an interior design of the storefront and numerous camera photographs were both created and provided.