Online shopping is now a well entrenched and highly profitable
multi-billion dollar industry. Despite this, little is known
regarding the characteristics of online shoppers and why some
consumers are more prone than others to purchase online. This book
proposes and tests a new classification scheme and framework for
understanding consumer adoption of the internet as a shopping
medium. The work also employs one of the largest national online
samples ever utilized in this area of research. The results of this
book are highly valuable and have extensive implications. This book
is required reading for academic researchers as well as online
retailing executives.
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