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Web-based commerce has brought great challenges and opportunities to companies. To seize the opportunities, the company must work out well-conceived web-based marketing strategy, which, to great extent, relies on the good understanding of consumer behavior in web-based commerce. Based on general theoretical framework of study on consumer behavior and current achievement in this area both oversea and home, the theoretical framework of empirical study on consumer behavior in web-based commerce is put forth. In this theoretical framework, two dependent variables is determined as unplanned purchase and customers’ intention to return, which are affected by two attitudinal variables, i.e. perceived control and shopping enjoyment. The two attitudinal variables are also affected by individual factors and web store factors, which also contain certain sub-factors. At the end of this paper, some suggestions on further study in this field are brought forward as well.