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Complexity refers to the number of completely different elements or options of a website, usually the results of increased information diversity. Novelty entails the surprising, suppressed, new, or unfamiliar features of the location. The novelty dimension may hold consumers exploring a purchasing web site, whereas the complexity dimension could induce impulse purchases. In several studies, perceived worth, purchasing type, and brand belief are the main factors that have an result on online shoppers’ decisions.

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