E‐consumer behaviour

TLDR

E‑consumer behaviour has been studied across many disciplines, yet gaps remain in areas such as image, trust, and e‑interactivity. This paper aims to integrate disparate strands of e‑consumer research into a unified model and to stimulate further investigation of under‑explored topics. Using a discursive synthesis of existing literature, the authors construct a conceptual model of e‑consumer behaviour, limited to analysis of prior empirical studies. The integrated model offers new research directions for e‑retailers, links extensive literature within a single framework, and highlights under‑researched areas in marketing.

Abstract

Purpose The primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e‐consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under‐explored. Design/methodology/approach The paper is discursive, based on analysis and synthesis of e‐consumer literature. Findings Despite a broad spectrum of disciplines that investigate e‐consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into e‐consumer behaviour in marketing, for example the role of image, trust and e‐interactivity. The paper develops a model to explain e‐consumer behaviour. Research limitations/implications As a conceptual paper, the study is limited to literature and prior empirical research. It offers the benefit of new research directions for e‐retailers in understanding and satisfying e‐consumers. The paper provides researchers with a proposed integrated model of e‐consumer behaviour. Originality/value The paper links a significant body of literature within a unifying theoretical framework and identifies of under‐researched areas of e‐consumer behaviour in a marketing context.