ONLINE SHOPPING ACCEPTANCE MODEL — A CRITICAL SURVEY OF CONSUMER FACTORS IN ONLINE SHOPPING

TLDR

Online shopping has surged since the late 1990s, yet a comprehensive consumer‑centric view of its acceptance remains missing. This study aims to develop a holistic Online Shopping Acceptance Model (OSAM) that explains consumer acceptance of online shopping. The authors performed an extensive survey of existing literature and synthesized the findings into the OSAM reference model. The review uncovered numerous examined factors with mixed outcomes, and the OSAM reconciles these inconsistencies, highlights recent trends, and points to future research directions.

Abstract

Since the late 1990s, online shopping has taken off as an increasing number of consumers purchase increasingly diversified products on the Internet. Given that how to attract and retain consumers is critical to the success of online retailers, research on the antecedents of consumer acceptance of online shopping has attracted widespread attention. There has yet to be a holistic view of online shopping acceptance from the perspective of consumers. In this research, we conducted an extensive survey of extant related studies and synthesized their findings into a reference model called OSAM (Online Shopping Acceptance Model) to explain consumer acceptance of online shopping. Our literature survey reveals that a myriad of factors have been examined in the context of online shopping and mixed results on those factors have been reported. The proposed model helps reconcile conflicting findings, discover recent trends in this line of research, and shed light on future research directions.