In this chapter we examine the evolving profi le of the e-consumer, and consider both the advantages and disadvantages of an e-shopping experience.

Introducing e-consumers Disadvantages and advantages of e-shopping for consumers Image Security, privacy and trust Social and experiential aspects of e-shopping Diff erences between male and female shopping styles Geographical diff erences in e-consumer behaviour Web atmospherics Towards an integrated model of e-consumer behaviour.