Two major dimensions of knowledge load are complexity and novelty. Complexity refers to the number of different elements or options of a site, often the result of increased info variety. Novelty entails the sudden, suppressed, new, or unfamiliar features of the positioning. The novelty dimension could maintain shoppers exploring a purchasing web site, whereas the complexity dimension could induce impulse purchases. English entrepreneur Michael Aldrich was a pioneer of online shopping in 1979.
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