“(…) the largest number of items being purchased via the Internet is to fill love and affiliation needs, with physical needs being second. The Internet is also considered to be convenient and flexible, but less reliable and secure. Finally, the Internet is perceived to be least similar to purchasing from a store. These findings will help organizations conducting business via the Internet to better address the needs and wants of consumers, and system designers, marketers, managers, etc. can use these findings when assessing their organizationís Web transaction activity.” (Lori N.K. Leonard – First Monday 8.11)