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Despite the continuous rise in retail e-commerce sales, many online retailing environments using e-commerce solutions fail to meet their profit goals. The e-commerce revolution creates a highly competitive marketplace that companies have to work hard in order to sustain their existence in a market where consumers have many options for purchasing a product or service. Firms' long-term profitability in a competitive marketplace depends on their capability to attract and keep loyal consumers. To these firms, understanding the impact of online shopping motivational factors will enable them to design effective e-business strategy that engage consumers to their online store. Generally, this book improves your knowledge on what factors drive consumers to shop online, how they work, and what their implications are for customers and online retailers.