Earlier research found that the design of a web site has a direct, significant impact on sales, with web performance and site design being the largest obstacles to online purchases (Cox and Dale, 2002). Research has also determined consumers “are more likely to visit and purchase at web sites that exhibit highly desirable qualities” (Shchiglik and Barnes, 2004). The challenge is that these desirable qualities are not clearly defined, will vary with each consumer and their operating environment, and will likely evolve with changing technology.