Converting Web users to Web shoppers

Abstract

There is an old direct marketing saying that half the population won’t buy mail order. It does not matter how much you reduce the perceived barriers, these people are that way out about the idea of mail order, you cannot convert them to its delights. It seems reasonable to assume that the same principle applies to e‐retailing.

Citation

(2002), "Converting Web users to Web shoppers", Strategic Direction, Vol. 18 No. 4, pp. 10-12. https://doi.org/10.1108/02580540210793419