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Numerous business-to-consumer (B2C) Internet enterprises have failed over the past few years. Many reasons have been proposed for the failures of these ebusinesses. This empirical study examines one possible reason for lack of success of B2C, the extent to which this online shopping opportunity actually alters the traditional purchasing behavior of the retail consumer. Based on accepted marketing theory, the findings indicate more retail shoppers use the Internet for information gathering than for actual purchasing. Clearly, Internet buyers have choices in their purchasing decisions.