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4 Specifically, the growth of the web as a secure buying channel has developed since 1994, with the primary sales of Sting album ‘ Ten Summoner’s Tales ‘. 5 Wine, chocolates, and flowers quickly followed and were among the pioneering retail categories which fueled the growth of online purchasing.
As the revenues from on-line sales continued to grow significantly researchers identified several types of online customers, Rohm & Swaninathan 7 identified 4 categories and named them “convenience consumers, selection seekers, balanced buyers, and store-oriented buyers”.
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