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Thus, early in the design phase, designers should attach more importance to navigation\u2010 and interaction\u2010related aspects of their web sites. Second, designers of web sites should include basic and advanced search options to increase the number of the web site users.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The study is the first to examine the relative importance of the usability and functionality factors of online auction and shopping web sites. 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