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What drives consumers to shop online? A literature review
International Journal of Service Industry Management
Article publication date: 1 February 2004
Abstract
While a large number of consumers in the US and Europe frequently shop on the Internet, research on what drives consumers to shop online has typically been fragmented. This paper therefore proposes a framework to increase researchers’ understanding of consumers’ attitudes toward online shopping and their intention to shop on the Internet. The framework uses the constructs of the Technology Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it to the online shopping context. The review shows that attitudes toward online shopping and intention to shop online are not only affected by ease of use, usefulness, and enjoyment, but also by exogenous factors like consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping.
Keywords
Citation
Perea y Monsuwé, T.,Dellaert, B.G.C. andde Ruyter, K. (2004), "What drives consumers to shop online? A literature review",International Journal of Service Industry Management, Vol. 15 No. 1, pp. 102-121.https://doi.org/10.1108/09564230410523358
Publisher
:Emerald Group Publishing Limited
Copyright© 2004, Emerald Group Publishing Limited