Scholars have gone as far as to infer that there is a direct relationship between customer PDS expectations and Internet retailer margins (e.g., Feinberg and Kadam, 2002 and Pan et al., 2002). Such a relationship may result from the temporal separation that exists in electronic commerce between a customer's purchase decision and the subsequent order fulfillment (i.e., the receipt of the products). Indeed, in order to initiate the purchase online, a customer must pay up front with the explicit understanding that the product(s) ordered will be received later (Brynjolfsson and Smith, 2000). Whether an online customer is willing to initiate a purchase transaction depends to a great extent on his or her expectations about how the fulfillment process will unfold.