What products can be successfully promoted and sold via the internet?

The internet has the potential to reshape consumer buying patterns. Using a survey of 307 internet users, we explore four domains: consumer attitudes, internet experiences, demographics, and personality traits that may potentially influence consumers' online purchasing. Via a series of logistic regression analyses and a correspondence analysis, we identify some important influencers. For instance, we find that those who have frequently requested product information and who are opinion leaders are relatively likely to engage in online purchasing. Managerial implications along with limitations of the study are provided.