the most wide-ranging and significant areas of current
development in the global market [1]. Nowadays, consumers
can easily access information about vendors, compare and
assess not only the quality of products but the sites as well.
Previous studies have suggested that web developers design
decisions influence the consumers’ perception of a retailer’s
site [2]. Web designers generally preferred to develop eretail
sites within the ergonomic recommendations by the so
called ‘‘golden rules’’ [3, 4]; which focus mainly on users’
cognitive and perceptual-motor abilities, rather than on the