I. Introduction
The worldwide network of computers, called "Internet", provides opportunities for a company to do business in cyberspace. Organisations find it more and more important to represent them on the Internet to get more customers, to increase the public's awareness of the companies and their products, and to sell more of their products. However, corporate leaders are finding it difficult to keep up with fast-moving markets and the customer conditions that are the hallmark of the Internet. There are numerous and widely varying predictions of the potential of doing business via the Internet, including the increasing numbers of people with Internet access, of corporate Web sites, of Web spending by advertisers, and of total online shopping. Yet, confusion abounds concerning exactly what is happening, how much potential there really is, and what businesses should be doing to take advantage of it. The very nature of commerce on the Net can be baffling, even to the experienced marketer. Both businesses and consumers perceive many obstacles to successful online commerce. In order to successfully cultivate online market share, companies are compelled to design marketing strategies specifically for the information highway.
I.A. Popularity of the Internet
From its comparatively humble beginnings in the 1960s as a means for protecting US mainframe computer systems in the Cold War, to a 1970s link for scientists and academics to share data and research, the Internet has blossomed in the 1990s into the information age's curious marriage of the personal computer and citizens' band radio (Hof and Verity, 1994), instantaneously linking a user with the whole electronic world and providing the means to interact with that world. This explosive growth of the Internet ...