Online shopping behavior model: A literature review and proposed model

In this study, we conducted extensive reviews of online shopping literatures and proposed a hierarchy model of online shopping behavior. We collected 47 studies and classified them by variables used. Some critical points were found that research framework, methodology, and lack of cross-cultural comparison, etc So we developed a cross-cultural model of online shopping including shopping value, attitudes to online retailer's attributes and online purchasing based on the integrated V-A-B model.