J.C. Penney Co. has pasted pictures of a child, a plush toy and a purple television on its Web page in a haphazard collage. You'll have to squint to see the print that shows you where the men's, women's and children's departments are located. Nevertheless, millions of consumers perceive the global computer network to be more convenient than suburban malls. From their dens, computer-savvy shoppers already are sipping coffee and wine while checking friends and relatives off their Christmas lists. If I can't organize my shopping thoughts until 10 or 11 p.m., I can still shop by ordering online.
Convenience is the biggest draw.
Variety is second. Consumers cite the vast array of specialty products available from around the world as the second-biggest lure of electronic commerce. If you're taste-challenged, Web sites can help you. This is a problem. New Internet shoppers often crave the Web equivalent of Pentagon City's Fashion Centre, but there is no Pentagon City in cyberspace, only pretenders.