One major electronic commerce research issue is to identify the factors that affect electronic market (e-market) impact on the economy, individual industries, and specific electronic markets (or electronic sales channels). Why do some e-markets succeed while others fail? The purpose of our research study is to identify a framework for analyzing and predicting the impact of e-markets on each of these levels. Our study looks at these issues from the consumer perspective and assumes that e-markets each involve a number of competing sellers. We also assume that consumers have a sufficient income to purchase products. If they do not then they can not participate in e-markets or traditional markets.