Much of the business transacted over the Internet today is in the business-to-business sphere. Outside of specialized niche areas like information technology and other information-based products, business-to-consumers commerce is relatively undeveloped. One principle that holds true in the market place is that before cybermarkets can effectively respond to consumer demand, they must understand consumer behavior. Internet marketers should revisit traditional models of consumer behavior, examine their underlying assumptions and explore their validity in the new Internet context. A standard model of the consumer buying behavior process is applied to purchasing situations on the Net, with a view to comparing traditional marketplace transactions with the emerging virtual marketplace.