A critical review of online consumer behavior

Christy M K CHEUNG, Gloria W.W. Chan, Moez Limayem

    Research output: Chapter in book/report/conference proceedingChapterpeer-review

    2 Citations (Scopus)


    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.

    Original languageEnglish
    Title of host publicationContemporary Research in E-Branding
    PublisherIGI Global
    Number of pages18
    ISBN (Print)9781599048130
    Publication statusPublished - 2008

    Scopus Subject Areas

    • Business, Management and Accounting(all)


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