Internet shopping has received considerable attention in both the popular-press and academic journals (Ainscough 1996; Alba et al. 1997). For 1996, sales over the Internet were estimated at $560 million. However, this amount was only a small fraction of total retail sales of $2.2 trillion for the same period (Burke 1997), and it was viewed as a modest start to the predicted figures of $260 billion in worldwide retail sales by the year 2000. Peterson, Balasubramanian, and Bronnenberg (1997) argued that the grandiose predictions for Internet commerce do not account for the inherent complexity of the Internet where participants (manufacturers, channel intermediaries, and consumers) often have different interests. The perceived advantages of the Internet over more traditional in-home, direct marketing modes (e.g., printcatalogs) might vary depending on different factors. Hoffman, Novak, and Chatterjee (1996) and Peterson, Balasubramanian, and Bronnenberg (1997) suggested that there is a need for empirical studies to address some of the unanswered questions; however, they argued that the marketing implications of the Internet should not be considered in isolation, apart from other direct modes of shopping.
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- Internet Shopping: Findings from an Exploratory Study and Research Propositions
Joseph M. Jones
Leo R. Vijayasarathy