tailieunhanh - Consumer online shopping attitudes and behavior: An assessment of research - Na Li and Ping Zhang

The current status of studies of online shopping attitudes and behavior is investigated through an analysis of 35 empirical articles found in nine primary Information Systems (IS) journals and three major IS conference proceedings. A taxonomy is developed based on our analysis. A conceptual model of online shopping is presented and discussed in light of existing empirical studies. Areas for further research are discussed. | CONSUMER ONLINE SHOPPING ATTITUDES AND BEHAVIOR: AN ASSESSMENT OF RESEARCH Na Li and Ping Zhang Syracuse University nli@ pzhang@ Abstract The current status of studies of online shopping attitudes and behavior is investigated through an analysis of 35 empirical articles found in nine primary Information Systems (IS) journals and three major IS conference proceedings. A taxonomy is developed based on our analysis. A conceptual model of online shopping is presented and discussed in light of existing empirical studies. Areas for further research are discussed. Keywords: Online shopping, consumer attitude, consumer behavior, Web, empirical study Introduction Electronic commerce has become one of the essential characteristics in the Internet era. According to UCLA Center for Communication Policy (2001), online shopping has become the third most popular Internet activity, immediately following e-mail using/instant messaging and web browsing. It is even more popular than seeking out entertainment information and news, two commonly thought of activities when considering what Internet users do when online. Of Internet users, percent made online purchases in 2001, with three-quarters of purchasers indicating that they make 1-10 purchases per year (2001, ). When segmented into very versus less experienced Internet users, the very experienced users average 20 online purchases per year, as compared to four annual purchases for new users (2001, ). Online shopping behavior (also called online buying behavior and Internet shopping/buying behavior) refers to the process of purchasing products or services via the Internet. The process consists of five steps similar to those associated with traditional shopping behavior (Liang and Lai 2000). In the typical online shopping process, when potential consumers recognize a need for some merchandise or service, they go to the Internet and search for need-related information. However, rather than searching .