Empirical research on online consumer theory has been examined under diverse contexts over the years. Although researchers from a variety of business disciplines have made significant progress over the past few years, the scope of these studies is rather broad, the studies appear relatively...

The growth of e-commerce has been mainly in B2B, while B2C is still facing major hurdles associated with consumer acquisition and retention. In the evaluation of B2C businesses, the focus is shifting from measures of visitor attraction such as pageviews and click-through ratios to measures of...