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The objective of this study is to identify factors that are significantly associated with consumer in electronic or traditional market. The study uses consumer cost differences which are product price, product quality, after-sales service, product refund or exchange, variety and assortment of product offerings, time saving on buying product, convenience to buy product, distribution cost, sufficient law to protect consumer, security of payment by credit card to differentiate consumers from traditional and electronic markets. The result indicates that four of ten factors (product price, product quality, product refund or exchange, and time saving on buying product) can classify consumers in the two markets. Internet buyers’ characteristics and behaviour are discussed.