Two main dimensions of data load are complexity and novelty. Complexity refers to the variety of completely different parts or features of a site, often the outcomes of elevated info range. Novelty involves the sudden, suppressed, new, or unfamiliar elements of the positioning. The novelty dimension might maintain consumers exploring a purchasing web site, whereas the complexity dimension may induce impulse purchases. English entrepreneur Michael Aldrich was a pioneer of online purchasing in 1979.
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