The study of on-line consumer behavior is beginning to gain more attention as more people go online to satisfy their needs and wants. As with understanding consumers within traditional consumption settings, studying consumer behavior in the on-line setting poses both problems and opportunities for marketing researchers. The readings associated with this topic are meant to provide insights into online consumer behavior. We will examine several important consumer behavior concepts (e.g., decision-making, attitude change, perception) to determine how or if they the Internet affects the consumer purchase process. We will also examine how consumers rely on the Internet as a source of information, communication tool, and a social system.