Predictors of Online Buying: Findings from the Wharton Virtual Test Market

IntroductionConsumers worldwide can shop online 24 hours per day, seven days a week, 365days a year. Some market sectors such as insurance, financial services, computerhardware and software, travel, books, music, video, flowers, and automobiles haveexperienced rapid growth in online sales [7]. For example, Dell Computer Corporationsells $6,000,000 of equipment online each day [3], and Amazon.Com has become thethird largest bookseller in the USA, since opening its virtual doors in July...