“…According to Hwang (2010), the value of online retail sales should exceed NT$358 billion in 2010. Clearly, how to improve the visibility of the goods or the site, and thus increase sales, is becoming increasingly important (Duffy & Salvendy, 1997; Gefen & Straub, 2000; Huang, Chang, & Henderson, 2008; Khalid, 2000; Lee, Chen, & Wu, 2010; Lee, Chen, Chen, & Chen, 2010; Lee, Chiu, Liu, & Chen, 2010). Some studies show that the information display format can also influence the information systems (IS) user's decisions and behaviors (Dou et al, 2010; Kumar & Krishnan, 2004).…”