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In addition  to information  security concerns and  displacement  of local shopping by the 
e-commerce, we  have also tapped into online  shoppers’ psychology in our  annual Inter-
net  survey.  Over the years,  about 30 percent of  Internet users  are more  likely  to buy 
brand name products when shopping online than when shopping in a local store. Slightly 
lower percentages are uncomfortable with the lack  of face-to-face contact when ordering 
on the Internet.  Many fewer would miss the company of fellow  shoppers when shopping 
online (ranging from  13% to 16%). One issue  that a majority of Internet  users agree on 
is  the product quality.  Over the years,  close to 60% of  Internet  users find it difficult to 
assess  product  quality or  accuracy  of  product  description  when  shopping  online. It 
seems that  while many Internet users are  willing to forgo interpersonal  communication 
and companionship for the convenience of online shopping, they are still quite concerned 
about quality. This seems to be a big hurdle for online merchants to overcome.