How does serif sans serif typeface impact the usability of e-commerce websites?

This study tries to find evidence that points towards the best typeface to use in e-commerce websites to maximize usability, trust, loyalty, appearance and overall user satisfaction. We tested the difference between serif and sans serif inside the same font family. A total of 246 volunteers participating in the experiment were asked to complete a set of tasks and a questionnaire on an e-commerce website prototype.