Despite the popularity of the Internet/World Wide Web (Web) and the millions of web-site visits, serious conduct of electronic commerce (EC) on the web by individual consumers does not appear to have taken root. Notwithstanding security and privacy concerns, it appears that the current EC systems do not address varying levels of user needs. They fail to arouse user interest and motivation to carry out “real transactions.” This research proposes a model to argue that a “fit” between product complexity and richness of the EC environment can trigger favorable consumer behavior.