What Brings Them In and What Keeps Them Coming Back

Many businesses on the Internet spent wildly doing whatever it might take to attract customers to their sites. It soon became clear that the challenge was not simply to bring the customers in the door, but also to retain these customers for future purchases. The quest was on to discover what tactics had the most appeal to the Internet shopper. This study reveals survey data and behavioral data drawn from Internet customers that reflects what was most important to the Internet shoppers. Since many have viewed the Internet as creating more perfect information for the buyer, the question arises as to how important price will be in the purchase process. What becomes clear from the analysis is what is seen as crucial in bringing customers to the site are not the same dimensions critical in retaining the customer on a longer-term basis.