The web consumer
The web can transform the our identity, resulting in the relative anonymity of users in digital environments
Consumers may experience the perception of being present in a mediated environment (telepresence)
Within the web environment, consumers can engage in two main types of behavior
Experiential (e.g. Netsurfing, browsing)
Goal_directed (e.g. Product comparison, online shopping)
These behaviors compete for consumersÅf attention
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