“…Among the 78 articles reviewed in this study, only 11 of them have compared the effectiveness of different design features. Specifically, information quality, visual appearance, interactivity, reliability, and playfulness are found to have the most prominent effects on website‐level outcomes (Aljukhadar & Senecal, 2015; Loureiro, 2015; Mohammed et al, 2016; Vladimirov, 2012), whereas structure and assurance are more important features that affect product−/supplier‐level outcomes (Ganguly et al, 2011; Ku & Fan, 2009; Tsang et al, 2010). Another central question “what are the features with the most prominent effects on consumers' responses?” also remains unanswered.…”