Abstract
Online consumer behavior has been examined under various contexts over the past few years. Although researchers have made considerable progress in this research area, the research appears to be rather fragmented. A framework built upon the consumer decision process is proposed to analyze prior studies of online consumer behavior and to offer insight into the online consumer purchasing decision. An exhaustive literature review identified 114 articles focusing on online consumer behavior. These articles were analyzed, classified, coded and recorded in terms of historical review, underlying theory and framework, dependent and independent variables, and the consumer decision process framework. The findings indicate that the theory of planned behavior, the theory of reasoned action, and the technology of acceptance model are the most popular theories in the study of online consumer behavior. Not surprisingly, their corresponding variables -- such as behavior, intention, and attitude -- are the most frequently studied dependent variables. A large number of factors were used to explain these dependent variables. The categorization of research in our proposed framework shows that there are few studies in the latter stages of the decision process (after-purchase evaluation, and repurchase), offering significant potential for future research.
Recommended Citation
Kwong, Timothy; Cheung, Christy; Zhu, Lei; Limayem, Moez; and Viehland, Dennis, "Online Consumer Behavior: An Overview and Analysis of the Literature" (2002). PACIS 2002 Proceedings. 9.
https://aisel.aisnet.org/pacis2002/9