Research by Dr Didier Soopramanien of Lancaster University Management School shows that people who are happy to buy online are generally happy to buy all kinds of products online. The research focussed on attitudes to buying 2 categories of products - CDs and personal effects - which have very different search and experience attributes and therefore different levels of product-specific risk.

You may think that if your product is one customers will want to experience before buying (ie pick up...