With a total sample of 288 respondents, mean perceived overall credibility rating (on a six-point scale) of comparison-shopping sites was 2.66 where “1” represented “Very Credible” and “6” stood for “Not At All Credible” (stan- dard deviation = 0.73). Mean perceived overall helpfulness of comparison- shopping site was 2.62 where “1” represented “Very Helpful” (standard de- viation = 0.73).