Why do people shop online? A comprehensive framework of consumers' online shopping intentions and behaviors

Abstract

PurposeConsumer adoption of online shopping continues to increase each year. At the same time, online retailers face intense competition and few are profitable. This suggests that businesses and researchers still have much to learn regarding key antecedents of online shopping adoption and success. Based on extensive past research that has focused on the importance of various online shopping antecedents, this work seeks to provide an integrative, comprehensive nomological network.Design/methodology/approachThe authors employ a mixed-methods approach to develop a comprehensive model of consumers online shopping behavior. To that end, in addition to a literature review, qualitative data are collected to identify a broad array of possible antecedents. Then, using a longitudinal survey, the model of consumer shopping intentions and behaviors is validated among 9,992 consumers.FindingsThe authors identified antecedents to online shopping related to culture, demographics, economics, technology and personal psychology. Our quantitative analysis showed that the main drivers of online shopping were congruence, impulse buying behavior, value consciousness, risk, local shopping, shopping enjoyment, and browsing enjoyment.Originality/valueThe validated model provides a rich explanation of the phenomenon of online shopping that integrates and extends prior work by incorporating new antecedents.