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The study focuses on consumer-related factors that affect the success of traditional store-based retailers' ventures on Internet shopping. In particular, the impact of income, involvement, home shopping and Internet shopping experience, attitudes towards a retailer's brand and attitudes towards a retailer's web site on consumers' intentions to buy through that retailer's web site are examined. Results indicated that high income favours Internet shopping from retailers with strong brand names and that high involvement with a product category affects adversely shopping from retailers' sites with weak brands. Both extensive home-shopping experience and positive attitudes towards a retailer's web site were found to have a positive effect on shoppers' buying intentions regardless the strength of the brands involved.