Chapter 1, Entitled, " Online Shopping for Positive and Negative Rein- Forcement Products "

Organizations invest considerable time and money in developing and maintaining an electronic presence on the Internet. Large fi nancial resources go toward the costs of technology, website design and software. However, successful e-commerce endeavors must look beyond the technology to ensure profi tability. The Social and Cognitive Impacts of e-Commerce on Modern Organizations addresses the important questions: What motivates consumers to shop online? What determines which products they shop for? How can technology aid customers in decision-making? The chapters in this important new book examine the motivations of online shoppers and provide theoretical and practical examples of how organizations can maximize their electronic commerce endeavors by paying close attention to consumer habits and motives. These chapters, written by experts from around the world, address the most relevant and timely issues in the application and utilization of electronic commerce. Some of the topics covered include: e-government, unsolicited email, Internet alliances, consumer motives and technology trust. From the government of Scotland to small businesses and everything in between, the topics covered span organizations of many types and sizes. (USA), describes the emotional factors that infl uence online shopping. The authors apply operant conditioning theory to the question of which products and services consumers will shop for and buy online. The results of this exploratory study lay the groundwork for future research by introducing negative and positive reinforcement as a predictor of Internet shopping behavior. Chapter 2, entitled, " Online Shopping Experience – A Conceptualization and Preliminary Results " by Maggie Guo, Texas A&M University (USA), focuses on consumer behavior in online retailing environments, attempts to