Predictors of Online Buying Behavior

Communications of the ACM, Vol. 42, pp. 32-48

7 Pages Posted: 18 Jun 2009

See all articles by Steven Bellman

Steven Bellman

Murdoch University

Gerald Lohse

Accenture Corporation

Eric J. Johnson

Columbia Business School - Marketing

Date Written: June 18, 2009

Abstract

Consumers worldwide can shop online 24 hours a day, seven days a week, 365 days a year. Some market sectors, including insurance, financial services, computer hardware and software, travel, books, music, video, flowers, and automobiles, are experiencing rapid growth in online sales. For example, in Jan. 1999, Dell Computer Corp. was selling an average of $14 million of equipment online per day, and Amazon.com has become the third largest bookseller in the U.S., despite being in business only since 1995. With projections that the Internet will generate consumer and business-to-business sales in excess of $294 billion by 2002, online retailing raises many questions about how to market on the Net.

Suggested Citation

Bellman, Steven and Lohse, Gerald and Johnson, Eric J., Predictors of Online Buying Behavior (June 18, 2009). Communications of the ACM, Vol. 42, pp. 32-48, Available at SSRN: https://ssrn.com/abstract=1422171

Steven Bellman (Contact Author)

Murdoch University ( email )

South Street
Murdoch 6150, Western Australia
Australia

Gerald Lohse

Accenture Corporation ( email )

141 Walker Street
Chicago, IL 60601
United States

Eric J. Johnson

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

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