Online Consumer Behavior: A Review and Agenda for Future Research

Gloria Chan, Christy M K Cheung, Timothy Kwong, Moez Limayem, Lei Zhu

    Research output: Chapter in book/report/conference proceedingConference proceeding


    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 a research framework with three key building blocks (intention, adoption, and continuance) 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 publicationBLED 2003 Proceedings
    PublisherAssociation for Information Systems
    Number of pages25
    Publication statusPublished - Jun 2003
    Event16th BLED eConference: eTransformation (BLED 2003) - Bled, Slovenia
    Duration: 9 Jun 200311 Sept 2003


    Conference16th BLED eConference: eTransformation (BLED 2003)
    Internet address

    User-Defined Keywords

    • framework for online consumer behavior
    • intention
    • adoption
    • continuance
    • literature analysis
    • individual/consumer characteristics
    • environmental influences
    • product/service characteristics
    • medium characteristics
    • online merchants and intermediaries characteristics


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