The chapter discusses the predictors of online buying behavior, emphasizing that personal characteristics such as a "wired" lifestyle and time starvation are more significant than demographics. The Wharton Virtual Test Market (WVTM) survey, conducted from 1997 to 1998, aimed to understand Web consumer demographics, attitudes, and predictors of online buying behavior. Key findings include: 1. **Demographics and Online Behavior**: Demographics alone do not significantly influence whether people buy online or the amount spent. Instead, factors like a "wired" lifestyle and time starvation play a crucial role. 2. **Wired Lifestyle**: People who frequently use the Internet, spend a significant amount of time online, and use email for communication are more likely to shop online. They also use the Internet for various activities, including searching for product information. 3. **Time Starvation**: Individuals with limited time for traditional shopping, often due to dual-income households, are more likely to turn to online shopping for convenience. 4. **Privacy Concerns**: While privacy and security are important, they do not significantly influence online buying behavior. 5. **Behavioral Predictors**: Looking for product information on the Internet is the most important predictor of online buying behavior. The number of online transactions and the value of recent transactions also influence spending. 6. **Global Insights**: The WVTM panel includes participants from 82 countries, providing insights into how online behavior and attitudes vary across different regions. The chapter concludes with implications for designing online shopping environments, emphasizing the importance of convenience and ease of use. It also raises questions about the future of e-commerce, suggesting that as more people adopt the Internet, online shopping may become even more prevalent.The chapter discusses the predictors of online buying behavior, emphasizing that personal characteristics such as a "wired" lifestyle and time starvation are more significant than demographics. The Wharton Virtual Test Market (WVTM) survey, conducted from 1997 to 1998, aimed to understand Web consumer demographics, attitudes, and predictors of online buying behavior. Key findings include: 1. **Demographics and Online Behavior**: Demographics alone do not significantly influence whether people buy online or the amount spent. Instead, factors like a "wired" lifestyle and time starvation play a crucial role. 2. **Wired Lifestyle**: People who frequently use the Internet, spend a significant amount of time online, and use email for communication are more likely to shop online. They also use the Internet for various activities, including searching for product information. 3. **Time Starvation**: Individuals with limited time for traditional shopping, often due to dual-income households, are more likely to turn to online shopping for convenience. 4. **Privacy Concerns**: While privacy and security are important, they do not significantly influence online buying behavior. 5. **Behavioral Predictors**: Looking for product information on the Internet is the most important predictor of online buying behavior. The number of online transactions and the value of recent transactions also influence spending. 6. **Global Insights**: The WVTM panel includes participants from 82 countries, providing insights into how online behavior and attitudes vary across different regions. The chapter concludes with implications for designing online shopping environments, emphasizing the importance of convenience and ease of use. It also raises questions about the future of e-commerce, suggesting that as more people adopt the Internet, online shopping may become even more prevalent.