Document Type



Thanks to the tremendous growth of e-commerce, the U.S. economy has gone through rapid facelift. New start-up companies and existing retail power players compete for market position in the new millennium. Traditional retailers engage in business model reengineering to keep up with the changes in how customers acquire goods and services. How to attract on-line shoppers to their sites has become a fundamental task for Internet marketers. The present study examines how on-line shoppers perceive their on-line shopping experience in a major metropolitan area. An Internet shopping model, implications, and future research directions are offered.