An empirical investigation of online consumer purchasing behavior

Manju Ahuja, Babita Gupta, Pushkala Raman

Research output: Contribution to journalArticlepeer-review


This article is focused on examining the factors and relationships that influence the browsing and buying behavior of individuals when they shop online. Specifically, we are interested in individual buyers using business-to-consumer sites. We are also interested in examining shopping preferences based on various demographic categories that might exhibit distinct purchasing attitudes and behaviors for certain categories of products and services. We examine these behaviors in the context of both products and services. After a period of decline in recent months, online shopping is on the rise again. By some estimates, total U.S. spending on online sales increased to $5.7 billion in December 2001 from $3.2 billion in June of 2001 [3, 5]. By these same estimates, the number of households shopping online increased to 18.7 million in December.
Original languageAmerican English
JournalCommunications of the ACM
StatePublished - Dec 2003


  • Business

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