The exponential growth of the Internet usage has motivated the launching of many commercial business web sites. Internet as a purchasing medium shows several unique characteristics because of its customer-driven technologies and absence of physical products. Little research has considered the balance between customer and web technology. To better understand the Internet as a commercial medium, this study proposes a product classification framework according to customers' involvement and web technology. Thirty-five types of commercial products are empirically tested in the Internet retailing and grouped into four categories: comprehensive, intelligent, simple, and quick good. This classification is investigated in view of customers' involvement and web technology. To provide additional support to the proposed guidelines, eight commercial web sites are explored in terms of web success factor. This comparative investigation shows that proposed guidelines may help lay a foundation for successful web design by creating customer value.
