There is in general a scarcity of models or frameworks for evaluating e-commerce success (Molla and Licker 2001, 131) and no published empirical studies examined consumer behavior in a solely virtual shopping environment (Tan 1999, 164). Moreover, the literature that focuses on end-users is vaster than the one on products or product types suitable for e-retailing. In fact, most studies take the end-user approach with the consequence that there has been research done in the domains of online consumer behavior, consumer decision-making or consumer intentions (Keen et al. 2004, 685).