Internet retailing: current hype or future reality?

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Abstract
This paper investigates the current use of the Internet as a retail option for locationbased retailers. It provides a synopsis of a wide range of conflicting opinion regarding the use of the net as a viable shopping alternative. Based on an analysis of the home pages of 160 retailers with a web presence, the current use of the Internet by storebased retailers is provided. This is followed by the analysis of the opinions of a sample of thirty-nine cyber-retailers who provided information regarding their general commitment and current experience with Internet shopping and their perceptions of the value of web technology as a future shopping alternative. The research concludes that, until the consumer feels comfortable with the technology, adoption rates for Internet shopping in most retail categories will be low and discusses the challenges that this burgeoning technology raises for the store-based retail organization.

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