Online Shopping Behavior: Key Dimensions and Research Synthesis

Abstract

A growing body of research has emerged related to the online shopping. In this study, the current literature related to media factors that influence online shopping behavior is extensively surveyed by identifying key dimensions. Four dimensions of the online shopping channel, including informativeness, convenience, customer service, and experiential uniqueness, are proposed based on the literature review and expert judgments. In addition, these key dimensions are discussed in the context of the established traditional channel literature; and the relationships between the traditional channel behavior and online shopping behavior are discussed. This research would help investigators to compare and contrast the developments in online shopping literature and the more established traditional shopping channel literature. The potential directions of future research on online shopping are addressed too.