2.3) Effect 3 : Online book has only taken this to a new level by making comparison shopping and letting you pick the best price.
2.3.1) Support 1 : When you visit a store, you most likely have to settle for whatever price the vendor has placed on a particular item. Not so with online shopping
2.3.2) Support 2 : They can using the Internet it's easy to research book products, comparing prices and product details in order to get the best deal.