Online Shopping - A Critical Survery of Consumer Factors in Online Shopping

Consumer Factors in Online Shopping Acceptance:Based on the existing literature, we summarize the individual factors and their impact on the online consumer purchases. In particular, we identified nine types of consumption factors, including demographics, Internet experience, normative beliefs, commercial orientation, business motivation, personal traits, online experience, psychological perception and online shopping experience. Among them, demography was at the center of studies, while psychological perception and online experience have been examined more recently studies. It is not surprising that some consumption factors have had consistent effects in different studies, while others have had mixed or even contradictory impacts. To better understand the results, we provide alternative explanations for some of the mixed conclusions. In addition, we analyze how the importance of nine factors change over time.

A Reference Model for Consumer Acceptance of Online Shopping:Based on a detailed review of the existing literature on consumer factors that influence online shopping acceptance and relationships among these factors, we develop a reference model called Online Shopping. Acceptance Model (OSAM) by synthesizing the identified factors and presenting a holistic view of the consumer acceptance of online purchases. Although TAM has been widely used to study online shopping environments, it does not capture characteristics of online purchases. For example, the ultimate goal of an online shopping environment is to encourage consumers to shop online, not just to be a generic information system. Thus, we have incorporated the consumer factors derived from traditional retail and marketing theories to develop the OSAM model. In addition, these factors inherited from TAM must be re-examined in the context of online purchases.Shopping. Shop Orientation, a new construction in OSAM, has a significant impact on online shopping intent. Shopping orientation, a specific dimension of consumers' lifestyles, is influenced by the normative beliefs of recommendations of others.In addition, the type of consumer impact on trade orientation.However, interaction between trade orientation and other factors remains vague and requires further investigation. The online experience is unique in that it is formed when browsing online shopping sites rather than before or after shopping. Navigating an online shopping site is only the first step towards online shoppingand it does not guarantee an online transaction because consumers can give up a planned purchase. It has been reported that the number of aborted online transactions amounts to nearly four times the number of transactionstransactions.The experience of shopping online with the type of product can influence the emotion of the consumer online. On-line experience and the flowplay an important role in the on-line navigation process and help determine whether a transaction will ultimately be completed or not.

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