Current research in e-consumer behavior is examined to recognize gains in our
understanding as well as to identify a much needed alteration in our general
research strategy. I call this altered strategy unraveling, and illustrate
its use with contributions from extant studies. This suggested strategy calls for a
more inclusive framework of explanatory factors, kept disentangled, decompounded,
and disaggregated, if we are to move beyond the hitherto largely exploratory
research phase toward a more generalizable body of knowledge on e-consumer behavior.
Dholakia, R.R.
and
Uusitalo, O.
(2002)
‘Switching to Electronic Stores: Consumer Characteristics and the
Perception of Shopping Benefits’
, International Journal of Retail and Distribution Management30(10):
459–469
.
2.
Forsythe, S.M.
and
Shi, B.
(2003)
‘Consumer Patronage and Risk Perceptions in Internet Shopping’
, Journal of Business Research56(11):
867–876
.
3.
Keen, C.
,
Wetzels, M.
,
de Ruyter, K.
and
Feinberg, R.
(2004)
‘E-tailers versus Retailers: Which Factors Determine Consumer Preferences’
, Journal of Business Research57(7) (July):
685–695
.
4.
Park, C-H.
and
Kim, Y-G.
(2003)
‘Identifying Key Factors Affecting Consumer Purchase Behavior in
an Online Shopping Context’
, International Journal of Retail and Distribution Management31(1):
16–29
.
5.
Rohm, A.J.
and
Swaminathan, V.
(2004)
‘A Typology of Online Shoppers based on Shopping Motivations’
, Journal of Business Research57(7) (July):
748–757
.
6.
Srinivasan, S.S.
,
Anderson, R.
and
Ponnavolu, K.
(2002)
‘Customer Loyalty in e-Commerce: An Exploration of its
Antecedents and Consequences’
, Journal of Retailing78:
41–50
.
