Shopping Online Experience: A Theoretical Model Proposal

Empirical studies that focus on the drivers that affect consumer behaviour in online shopping can be found, but a real opportunity still exists to explore the factors that impact on the online shopping experience from a holistic perspective. This global approach considers how individuals process stimuli when exposed to complex and multidimensional environments; this will help improve the understanding of this phenomenon. The objectives of this paper are to propose a new theoretical model of shopping online experience which aims to explain consumer behaviour in the e-commerce context and to identify its main antecedents, mediators and potential consequences, in line with the SOR model (Stimuli-Organism-Response).