New applications and services hint at the power of the Internet to bri
ng buyers and sellers together. This article examines consumer buying
behaviour. It shows how intelligent applications can help at each stag
e, guiding a buyer from the point of realising ct. need, through a com
plex purchasing decision, to the point toh ere the buyer can buy a pro
duct with confidence. The roles of advertising, third party product re
view and independent advice are examined within this new environment.