This paper describes a research project that aims to increase our understanding of shoppers’ emotions during online shopping episodes. The research project centers on the presentation of a new research model, considered as an expansion of the model presented in Éthier et al.’s (2008) empirical study on the impact of interface design on emotions experienced on B2C Web sites. The model focuses on the impact of several e-shoppers’ emotions on a key purchasing behavior and on the antecedents of these emotions. A proposed methodology to validate the new research model is also presented.