Understanding Click and Mortar E-Commerce Approaches: A Conceptual Framework and Research Agenda

In this post dot-com era, much e-commerce activity now arises from established firms with traditional physical outlets.
  

Understanding Click and Mortar ECommerce Approaches: A Conceptual Framework and Research Agenda

Charles Steinfield Michigan State University

Introduction

The advent of Internetbased electronic commerce over the past eight years has given businesses an unprecedented marketing opportunity. As the Internetusing population has grown, so too has the potential market size for any business that sets up a shop on the Web[1]. An increasing number of Americans are shopping online. The U.S. Commerce Department estimates that the number of people who have purchased a product or engaged in banking online more than doubled in the past year,...

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