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Web technology revolutionizes the information transfer and delivery modes of physical products. In the field of consumer-oriented business, buyers have on-line search capabilities for finding products and services, for comparing prices and for ease of purchase. Sellers can reach and serve more customers at lower costs and provide on-line support. Most on-line merchantconsumer interactions require direct manipulation of interface. Thus the design of human-machine web interfaces is a critical factor to determine whether ecommerce can succeed in supporting and facilitating the electronic transaction in an electronic market and hierarchy. This paper reviews the web design perspectives, objectives, dimensions, and techniques, addresses their interrelationships, and further points out promising future research directions.