Generally and especially in EC, customers are confronted with a greatvariety and quantity of products and / or services. However, the time and effort acustomer can spend on searching for his preferred products and deciding aboutthe most preferred one based on his needs and preferences is the...

Generally, a firm can provide itscustomers with a great variety and quantity of selfproducedand externally bought products.However, the time and effort a customer can spenddeciding which product to choose according to herneeds and preferences is the limiting factor. Withthe advent of the...