Abstract

This literature review systematically analyses recent studies on the effective design of e-commerce presences in order to provide a state-of-the-art overview on this important topic. To do so, our review focuses on the level of webshop elements (i.e., the building blocks to design webshops), which we cluster in eight categories (e.g., color usage, music usage, rich media usage), derived from previous website quality frameworks (e.g., SITEQUAL, WebQual) and prior reviews. The basis of our comprehensive literature review are 91 articles grouped into the webshop element categories and additionally analyzed along three key study criteria, namely the applied research methods, theories, and key dependent variables. Based on the findings from this bibliographic analysis, we formulate an agenda for future research avenues to guide researchers in further exploring the field of e-commerce presences and to support practitioners in their decision-making on the implementation of webshop elements.

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