1 <h5>Introduction</h5> Electronic retailing has created an innovative environment for retailers. While interactivity and flow experiences are leading issues of online retailing, online success remains to be founded on traditional retail principles, such as store layout. The layout of a retail store has been found to significantly impact a retailer's overall performance through its influence on information processing, purchase intentions, attitude toward the retailer, etc. ( Underhill, 2000 ). Store layouts that facilitate a consumer's wayfinding in the store are critical for retailer success, even more so for online retailers as a consumer's exit from an online store is but a click away. In an online retail setting, store layout refers to the underlying web site structure. Given the performance implications of a retailer's online store layout, the lack of research in this area is a significant gap in the literature from an academic and managerial perspective. The purpose of this research is to examine the influence of online store layout on consumer search and processing of product information. Two types of online store layout, common in practice, are explored here, namely tree and tunnel web site structures. These store layouts are expected to either facilitate or hinder
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