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This report presents briefly the generic e-commerce consumer behavior model. Its task is to show different ways the companies may use to win a customer and increase their profits concentrating on "intervening variables" represented in the model as far as E-commerce is concerned. The work is divided into three main parts. The introduction leads in the reader into general consumer behavior model. The main part concentrates on vendor controlled techniques of reaching clients and keeping them with the company and in the end it's summing up the figures in the conclusion section.
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