One characteristic of the reviewed literature is the
dominance of surveys in study design. In the majority of
the studies, participants were requested to complete surveys
based on their general online shopping experience or
on their last online purchase. This is a big limitation in the
literature as there is no vivid memory or experience
analyzed regarding the effects of website characteristics.
Therefore, computer lab studies should be conducted in
which participants are directly exposed to websites to
measure vivid online shopping experiences. Only 11 out
of 56 studies conducted an experiment. More experiments
may be performed to directly measure the effects of