INFORMATION DEVELOPMENT, vol.32, no.5, pp.1343-1358, 2016 (Peer-Reviewed Journal)
Article / Article
Social Sciences Citation Index, Scopus
B2C e-commerce, online shopping, Internet shopping, consumer behavior, IMAGE INTERACTIVITY TECHNOLOGY, ONLINE SHOPPING EXPERIENCE, WEB SITE QUALITY, PURCHASE INTENTION, CONSUMER TRUST, MODERATING ROLE, GENDER-DIFFERENCES, WEBSITE QUALITY, INITIAL TRUST, CUSTOMER SATISFACTION
B2C e-commerce is one of the fastest growing industries worldwide. A lot of studies were carried out by both scholars and practitioners in order to assess online consumers' behavioral issues in B2C e-commerce platforms. This paper aims to organize and classify the accumulated literature on B2C e-commerce in order to determine less-researched areas and provide future research directions. For that purpose 208 peer-reviewed articles from 71 journals published between 2005 and 2014 were retrieved and analyzed. The findings of the studies are discussed within the scope of developed framework.