Antecedents of Online Shopping Behavior - A Conceptual Model

Author(s) : Deepak Halan
ISSN : 0974 - 497
Year : August 2017 | Volume : 11 | Issue : 3/4

Abstract: Given the new e-commerce policy formulated by the government, it is clear the emphasis is now be on improving customer experience, rather than huge discounts, to achieve higher levels of loyalty. Hence, understanding the antecedents of online shopping behavior becomes very significant. A critical review of 19 research papers (shortlisted from 61 relevant research studies) wherein majority were based on empirical studies was carried out. The content analysis revealed that amongst research papers which were based on empirical studies, the Theory of Planned Behavior (TPB) emerged as the dominant theory. On the basis of this critical review, a conceptual model was developed. This critical review explores and integrates the available literature on online buying behavior to have a holistic view about this discipline. The study has practical implications for the e-tailers in terms of gaining a better understanding of the online shopper behaviour in the context of changing market dynamics.


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