Effective navigation is becoming more and more critical to the success of electronic commerce (E-commerce). It remains a challenge for educational technologists and Web designers to develop Web systems that can help customers find products or services without experiencing disorientation problems and cognitive overload. Many E-commerce Web sites…

Describes a study where 66 subjects were asked to perform some predefined book purchasing task in a series of Web sites with varying interface quality. A strong relationship between interface quality and trust was found and some components of user interface quality were more important than others. Discusses implications for Web site design.…