A Critical Review of Online Consumer Behavior

A Critical Review of Online Consumer Behavior

Christy M.K. Cheung (City University of Hong Kong, Hong Kong)
Copyright: © 2009 |Pages: 18
DOI: 10.4018/978-1-59904-813-0.ch017
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The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business disciplines have made significant progress over the past few years, the scope of these studies is rather broad, the studies appear relatively fragmented and no unifying theoretical model is found in this research area. In view of this, we provide an exhaustive review of the literature and propose an integrative model of online consumer behavior so as to analyze the online consumer behavior in a systematic way. This proposed framework not only provides us with a cohesive view of online consumer behavior, but also serves as a salient guideline for researchers in this area. We conclude our paper with a research agenda for the study of online consumer behavior.
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A Structured Research Approach

Prior literature provides us with a rich foundation on which to build a research framework for the study of online consumer behavior. As suggested in Douglas et al. (1994), strong theoretical and conceptual frameworks can be developed through an integration of constructs from different research traditions and disciplines. In the current study, we review the prior literature of online consumer behavior and analyze the theories and the underpinning factors.

A systematic and structured approach in search and review is strongly recommended in writing sound IS literature reviews (Webster and Watson, 2002). In this study, we conducted an exhaustive and systematic electronic search using ProQuest, Social Science Citation Index, and IEEE Xplore. Moreover, we conducted a literature search in the EC-specific journals including International Journal of Electronic Commerce and Internet Research: Electronic Networking Applications and Policy. In addition to the search for referred journal articles, we included three IS-related conference proceedings (AMCIS, HICSS, ICIS) in our literature search and analysis.

The literature search was based on keywords such as “online shopping”, “Internet shopping” and “online consumer purchasing behavior”. Each article was reviewed and screened in order to eliminate the articles that were not pertinent to the current focus. A total of 355 articles in the area of online consumer behavior were identified from 1994 to June 2002. For any study to be included in our analysis, it has to focus primarily on consumer purchasing behavior on the Web. Electronic copies of most articles were obtained from digital libraries and online databases.

Complete Chapter List

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Subir Bandyopadhyay
Table of Contents
Subir Bandyopadhyay
Subir Bandyopadhyay
Chapter 1
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
Chapter 2
Luis Casaló
The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public... Sample PDF
The Role of Blogs on a Successful Political Branding Strategy
Chapter 3
Aslihan Nasir, Süphan Nasir
Today, as business becomes ever more challenging, brands become the main assets of many companies. Fierce competition forces companies to... Sample PDF
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
Chapter 4
Tobias Kollmann
This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli... Sample PDF
The Naming of Corporate eBrands
Chapter 5
Patrali Chatterjee
Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage... Sample PDF
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability
Chapter 6
Fang Wan, Ning Nan, Malcolm Smith
Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et... Sample PDF
Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal
Chapter 7
José J. Canals-Cerdá
Internet markets are usually under the command of a market intermediary that charges fees for its services. Differences in quality across items... Sample PDF
Nonlinear Pricing in E-Commerce
Chapter 8
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
Chapter 9
Sanjeev Swami
Until 1997, job seekers in India would wait the whole week for the weekly supplements of various newspapers, or sundry employment journals and... Sample PDF
Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India
Chapter 10
Peter O’Connor
Since its launch in 1994, the Web has continued to grow at a phenomenal rate, from an estimated one billion Web documents in 2001 to over eleven... Sample PDF
Trademark Infringement in Pay-Per-Click Advertising
Chapter 11
Robert Pennington
Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important... Sample PDF
E-Branding the Consumer for Cultural Presence in Virtual Communities
Chapter 12
Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin
As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers... Sample PDF
Impact of Internet Self-Efficacy on E-Service Brands
Chapter 13
Shintaro Okazaki, Radoslav Škapa
This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we... Sample PDF
Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic
Chapter 14
Dahui Li, Glenn J. Browne, James C. Wetherbe
Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is... Sample PDF
Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective
Chapter 15
Piyush Sharma, Rajiv Mathur, Abhinav Dhawan
Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in... Sample PDF
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
Chapter 16
Edward J. Garrity
This paper develops a new model of web information systems success that takes into account both intrinsic and extrinsic motivating factors. The... Sample PDF
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success
Chapter 17
Christy M.K. Cheung
The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business... Sample PDF
A Critical Review of Online Consumer Behavior
Chapter 18
Patricia T. Warrington, Elizabeth Gangstad, Richard Feinberg, Ko de Ruyter
Multi-channel retailers that utilize an eCRM approach stand to benefit in multiple arenas - by providing targeted customer service as well as... Sample PDF
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM
Chapter 19
Chung-Hoon Park, Young-Gul Kim
Among the potential determinants of consumers’ commitment to on-line shopping site are information features of the web site because on-line shopping... Sample PDF
The Effect of Information Satisfaction and Relational Benefit on Consumer's On-Line Shopping Site Commitment
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