FROM SURFING TO BUYING: THE ROLE OF ONLINE CUSTOMER EXPERIENCE IN ACQUIRING AND CONVERTING WEB TRAFFIC Suresh Kotha University of Washington Box 353200 Seattle, WA 98195 Tel: (206) 543 7525, Fax: (206) 685 9392 E-mail: skotha@u.washington.edu Shivaram Rajgopal University of Washington Box 353200 Seattle, WA 98195 Tel: (206) 543 7525, Fax: (206) 685 9392 E-mail: rajgopal@u.washington.edu Mohan Venkatachalam Graduate School of Business Stanford University Stanford, CA 94305 Tel: (650) 725-9461, Fax: (650) 725-0468 E-mail: vmohan@gsb.stanford.edu September 27, 2001 ____________ Suresh Kotha and Shiva Rajgopal appreciate funding from the Herbert Jones Foundation administered by the Program for Entrepreneurship and Innovation (PEI) at the University of Washington. Mohan Venkatachalam appreciates funding from the Center for Electronic Business and Commerce, Stanford University. We thank Michael R. Bauer for his support. We thank Tom Lee and Kevin Steensma for their comments on an earlier version of this paper. Last but not the least, we thank Yulin Long and Qian Wang for their excellent research assistance.