“…Among various business instruments commonly available on-line since 1990s, like auctions (Lee, 1998;Klein, 2000) and (Vulkan, 2003, pp. 149-178), banking and secure payment (Langdon et al, 2000), shopping (Liang and Huang, 1998), electronic libraries (Lesk, 1997), etc., on-line retail remains the service offered by the highest number of providers. A growing number of on-line shops and increased accessibility to customers world-wide due to the use of credit card payment in on-line transactions (Langdon et al, 2000) are key attributes that force strong competition on the market, keep prices low (when compared to off-line shopping) and make more and more customers interested in on-line purchasing (Vulkan, 2003, pp.…”