It is commonly known that Internet growth rate is phenomenal. However, the number of online shopper is suspiciously low. Only 8 percent of Internet users made online purchasing in year 1995. This ratio dropped to 5 percent in year 1998 (Kerstetter, 1999). We can assume that the number of people making purchases over the Internet has remained constant, while the number of people using the Internet has grown substantially. Such number is the indicator of the urgent investigation of consumer’s attitude toward online shopping.
Muthitacharoen, Achita, "Investigating Consumer's Attitude toward Internet Shopping" (1999). AMCIS 1999 Proceedings. 184.