Need to understand----CYBER customer

With the increase in online trade , where "u click u buy & u click n u buy from other site'. though speed of transaction is very high but problem is that speed of switching to competetor is also very high ,,,, So retention of cyber customer is going to be big time challenge in the coming times .......... does it means that their is going to be new study of understanding your cyber customer, in area of what makes him buy , why does he switch , what makes him stick to site , is layout n colour makes any diffrence,,,,, there can be huge scope of analysis in this area.