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.
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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.
Read Less
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