A Review of Internet Shopping Behaviour Literature and Agenda for Future Research

Internet shopping behavior has remained an area of interest for researchers and has been studied under different contexts. The research in this area covers diverse dimensions of Internet shopping and its adoption. It has also been emphasized repeatedly by researchers that there is a lack of consistent framework for Internet shopping behavior. In order to fill this research gap and to put together the vast literature on Internet shopping, this study was undertaken with an objective to organize the researches conducted in this field with respect to the underlying objectives of the particular study. It was found that most of the research in the field of Internet shopping is aimed at (1) Applying constructs from Technology Acceptance Model(TAM) to Internet shopping behavior, (2) Defining Online consumer behavior and its determinants, (3) Studying overall web experience and its role in shaping Internet buying behavior, (4) Understanding the role of Trust, (5) Brand, (6) Security and web assurance as a factor, (7) Understanding the shopping orientations for online buyers and (8) the role of Demographics. The findings of the study will be useful in identifying the most important factors that influence online shopping behavior as perceived by the researchers. The study also aims at identifying the future agenda for research based on the research gaps identified from the review of literature.