This conceptual study explores various antecedents of online purchase behavior, including shopping motives, consumer psychographics, Internet literacy, prior online experiences, and attraction of the retail facility. Future research can compare online shoppers versus in-store shoppers on these dimensions. Such knowledge, if available, would contribute to the heated debate on whether e-tailing is a unique mode of retailing, or, in contrast, an extension of traditional retailing. Interested researchers can also work on identifying sources of customer satisfaction and dissatisfaction as well as exploring the interrelationship between online and off-line shopping experiences. It may be that we need to develop new retailing theories to account for phenomena that are emerging in cyberspace.