Data from statistical path analysis are used in this study to show how Internauts' indexes of loyalty to a commercial site can be measured empirically, and how these differ widely depending on the sector, especially in tourism and cultural goods. We then compare purchasing on the Internet to buying in shops, and note that these are two clearly different commercial mediations in which the relationship between the planned and impulse buying rationales is inversed. Path statistics are then used again to show how instantaneousness in e-commerce induces a shift in the nature of the service delivered and in the way of consuming it. For example, in the tourism industry consumers clearly tend to prefer standardized package tours more and more, with a date of departure that is steadily moving closer to the date of purchase.