ABSTRACT
Focus and Objectives The focus of this chapter is on the relationships that exist between shoppers and the consumption environment of the Internet. Building on the framework for resource exchange presented in Chapter 2, we consider the effects of the Internet environment on buyer behavior. Demographic and psychological characteristics of online shoppers provide a basis for assessing the impact of the Internet on the ways in which people conduct exchange relationships to acquire money, goods, services, status, information, and love.
