A multitude of published research studies investigate the B2C phenomenon from the customer point of view. At this point, making sense of such a large number of studies is a difficult task. The aim of this paper is to organize the literature to provide a clear depiction of what we know and what we don't know about it in order to identify specific areas where future research efforts are needed. A review of the B2C literature of the past seven years yielded 115 papers investigating the phenomenon from the user/customer perspective, 74 of these were empirical. This literature is organized according to the Activity Theory framework, allowing for an enhanced understanding of the phenomenon through a social context perspective. Future research directions are identified and discussed.
Beaudry, Anne and Carillo, Kevin D.
"The Customer-Centered B2C Literature through the Lens of Activity Theory: A Review and Research Agenda,"
Communications of the Association for Information Systems: Vol. 17
, Article 21.
Available at: https://aisel.aisnet.org/cais/vol17/iss1/21