Conclusion

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The main objective of the present study was to integrate past research that investigated online consumer behavior. We identified 42 papers through a rigorous search of several mainstream IS journals. Our review of those papers revealed that the studies could be grouped into three categories based on the dependent variables of the online consumer behavior: web use, online purchase, and post-purchase. Within each category, we evaluated the factors that were examined as predictors of the behavior. Further, building upon the results of the studies, we developed an integrative framework to provide a holistic perspective on online consumer behavior. This integrative framework is offered as a conceptual map to organize seemingly disparate findings across studies and develop a more coherent and comprehensive understanding of the dynamics involved in online consumer behavior. The framework also serves as a unified source of variables and their interrelationships, stimulating future research on online consumer behavior by drawing attention to the variables and linkages that need further additional investigation.

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