E-Consumer Behaviour

European Journal of Marketing
E-consumer behaviour
Charles Dennis, Bill Merrilees, Chanaka Jayawardhena, Len Tiu Wright,
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E-consumer
E-consumer behaviour behaviour
Charles Dennis
Brunel University, Uxbridge, UK
Bill Merrilees
Griffith Business School, Griffith University, Gold Coast, Australia 1121
Chanaka Jayawardhena Received April 2007
Loughborough University Business School, Loughborough University, Revised February 2008
Accepted August 2008
Loughborough, UK, and
Len Tiu Wright
Leicester Business School, De Montfort University Business School,
Leicester, UK
Abstract
Purpose – The primary purpose of this paper is to bring together apparently disparate and yet
interconnected strands of research and present an integrated model of e-consumer behaviour. It has a
secondary objective of stimulating more research in areas identified as still being under-explored.
Design/methodology/approach – The paper is discursive, based on analysis and synthesis of
e-consumer literature.
Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and
despite this special issue in the area of marketing, there are still areas open for research into
e-consumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper
develops a model to explain e-consumer behaviour.
Research limitations/implications – As a conceptual paper, the study is limited to literature and
prior empirical research. It offers the benefit of new research directions for e-retailers in understanding
and satisfying e-consumers. The paper provides researchers with a proposed integrated model of
e-consumer behaviour.
Originality/value – The paper links a significant body of literature within a unifying theoretical
framework and identifies of under-researched areas of e-consumer behaviour in a marketing context.
Keywords Electronic commerce, Consumer behaviour, Marketing
Paper type Conceptual paper
Introduction
Early e-shopping consumer research (e.g. Brown et al., 2003) indicated that e-shoppers
tended to be concerned mainly with functional and utilitarian considerations. As
typical “innovators” (Donthu and Garcia, 1999; Siu and Cheng, 2001), they tended to be
more educated (Li et al, 1999), higher socio-economic status (SES) (Tan, 1999), younger
than average and more likely to be male (Korgaonkar and Wolin, 1999). This suggested
that the e-consumer tended to differ from the typical traditional shopper. More recent
research, on the other hand, casts doubt on this notion. Jayawardhena et al. (2007)
found that consumer purchase orientations in both the traditional world and on the
Internet are largely similar, and there is evidence for the importance of social European Journal of Marketing
Vol. 43 No. 9/10, 2009
interaction (e.g. Parsons, 2002; Rohm and Swaminathan, 2004) and recreational pp. 1121-1139
q Emerald Group Publishing Limited
0309-0566
The authors thank the anonymous reviewers for much useful input. DOI 10.1108/03090560910976393
EJM motives (Rohm and Swaminathan, 2004), as demonstrated by virtual ethnography
43,9/10 (webnography) of “Web 2.0” blogs, social networking sites and e-word of mouth
(eWOM) (Wright, 2008). Accordingly, this paper aims to examine concepts of
e-consumer behaviour, including those derived from traditional consumer behaviour.
The study of e-consumer behaviour is gaining in importance due to the proliferation
of online shopping (Dennis et al., 2004; Harris and Dennis, 2008; Jarvenpaa and Todd,
1122 1997). Consumer-oriented research has examined psychological characteristics
(Hoffman and Novak, 1996; Lynch and Beck, 2001; Novak et al., 2000; Wolfinbarger
and Gilly, 2002; Xia, 2002), demographics (Brown et al., 2003; Korgaonkar and Wolin,
1999), perceptions of risks and benefits (Bhatnagar and Ghose, 2004; Huang et al., 2004;
Kolsaker et al., 2004), shopping motivation (Childers et al., 2001; Johnson et al., 2007;
Wolfinbarger and Gilly, 2002), and shopping orientation (Jayawardhena et al., 2007;
Swaminathan et al., 1999). The technology approach has examined technical
specifications of an online store (Zhou et al., 2007), including interface, design and
navigation (Zhang and Von Dran, 2002), payment (Torksadeth and Dhillon, 2002; Liao
and Cheung, 2002); information (Palmer, 2002; McKinney et al., 2002), intention to use
(Chen and Hitt, 2002), and ease of use (Devaraj et al., 2002; Stern and Stafford, 2006).
The two perspectives do not contradict each other but there remains a scarcity of
published research that combines both. Accordingly, the objective of this paper is to
develop and argue in support of an integrated model of e-consumer behaviour, drawing
from both the consumer and technology viewpoints. The paper also has a secondary
objective of stimulating more research in areas identified as still being under-explored.
The research area is potentially fruitful since, even in recession, e-shopping volumes in
the UK, for example, are continuing with double-digit growth (Deloitte, 2007;
IMRG/Capgemini, 2008), whereas traditional shopping is languishing in zero growth or
less (British Retail Consortium, 2008).
The remainder of this article is organised as follows. We develop our model in two
stages. First, we draw from existing literature to present well-known factors that
influence consumer behaviour and form the core of our model. Second, we present a
framework that can be adopted to examine both the influences and interrelationships
between the factors in predicting e-consumer behaviour. Finally we present our
concluding remarks.
Factors influencing e-consumer behaviour

The basic model argues that functional considerations influence attitudes to an
e-retailer, which in turn influence intentions to shop with the e-retailer and then finally
actual e-retail activity, including shopping and continued loyalty behaviour. Our model
is underpinned by the theory of reasoned action (TRA). The choice of this theoretical
lens lies in its acceptance as a useful theory in the study of consumer behaviour, which
“provides a relatively simple basis for identifying where and how to target consumers’
behavioural change attempts” (Sheppard et al., 1988, p. 325). The conceptual
foundations are illustrated in Figure 1.
The role of functional attributes

Researchers attempting to answer why people (e-)shop have looked to various
components of the “image” of (e-)retailing (Wolfinbarger and Gilly, 2002). This may be
a valid approach for two reasons. First, “image” is a concept used to signify our overall
E-consumer
behaviour
1123
Figure 1.
The basic model
evaluation or rating of something in such a way as to guide our actions (Boulding,

1956). For example, we are more likely to buy from a store that we consider has a
positive image on considerations that we may consider important, such as price or
customer service. Second, this is an approach that has been demonstrated for
traditional stores and shopping centres over many years (e.g. Berry, 1969; Dennis et al.,
2002b; Lindquist, 1974). This is particularly relevant because it is the traditional
retailers with strong images that have long been making the running in e-retail
(IMRG/Capgemini, 2008; Kimber, 2001). According to Kimber (2001), shopper loyalty
in-store and online are linked. For example, according to www.tesco.com (accessed 26
October, 2001), the supermarket Tesco’s customers using both on- and offline shopping
channels spend 20 percent more on average than customers who only use the
traditional store. Tesco is well known as having a positive image both in-store and
online, being the UK grocery market leader in both channels and the world’s largest
e-grocer (Eurofood, 2000). More recently, the same approach has been applied for
e-image components (Babakus and Boller, 1992; Dennis et al., 2002a; Kooli et al., 2007;
Parasuraman et al., 1988; Teas, 1993). Examples of e-service instruments include:
Loiacono et al.’s (2002) WebQual; Parasuraman et al.’s (2005) E-S-QUAL; Wolfinbarger
and Gilly’s (2003) eTailQ; and Yoo and Donthu’s (2001) SITEQUAL. The most common
image components in the e-retail context include product selection, customer service
and delivery or fulfilment. We therefore propose that:
P1. E-consumer attitude towards an e-retailer will be positively influenced by
customer perceptions of e-retailer image.
TRA (Ajzen and Fishbein, 1980) suggests that intentions are the direct outcome of
attitudes (plus social aspects or “subjective norms”, as discussed below) such that there
are no intervening mechanisms between the attitude and the intention. Therefore:
P2. E-consumer intentions to purchase from an e-retailer will be positively
influenced by positive attitudes towards the e-retailer.
EJM Most studies have gone only as far as modelling “intention”, with few addressing
43,9/10 actual adoption (Cheung et al., 2005), and still fewer continuance behaviour or loyalty.
Nevertheless, as mentioned below, as consumers achieve more satisfactory e-shopping
experiences, they are more likely to trust and re-patronise, extending our framework to
behavioural responses. This is in line with the stimulus-organism-response (S-O-R)
paradigm (Mehrabian and Russell, 1974) and adoption/continuance (Cheung et al.,
1124 2005). Thus:
P3. Actual purchases from an e-retailer will be positively influenced by intentions
to purchase from an e-retailer.
The consumer purchase process is a series of interlinked multiple stages including
information collection, evaluation of alternatives, the purchase itself and post-purchase
evaluation (Engel et al., 1993). To evaluate the information demands of services,
Zeithaml (1981) suggested a framework based on the inherent search, experience, and
credence qualities of products. Since online shopping is a comparatively new activity,

online purchases are still perceived as riskier than terrestrial ones (Laroche et al., 2005)
and an online shopping consumer therefore relies heavily on experience qualities,
which can be acquired only through prior purchase (Lee and Tan, 2003). This leads to:
P4. Intention to shop with a particular e-retailer will be positively influenced by
past experience.
P5. Actual purchases from an e-retailer will positively influence experience.
Trust, “a willingness to rely on an exchange partner in whom one has confidence”
(Moorman et al., 1992) is central to e-shopping intentions (Fortin et al., 2002; Goode and
Harris, 2007; Lee and Turban, 2001). Security (safety of the computer and financial
information) (Bart et al., 2005; Jones and Vijayasarathy, 1998), and privacy
(individually identifiable information on the internet) (Bart et al., 2005; Swaminathan
et al., 1999) are closely related to trust. Notwithstanding that these constructs differ, in
the interests of simplicity we consider them here to be related aspects of the same
concept, which we name “trust”:
P6. E-consumer trust in an e-retailer will positively influence intention to e-shop.
As e-shoppers become more experienced, trust grows and they tend to shop more and
become less concerned about security (Chen and Barnes, 2007; Oxford Internet
Institute, 2005). Thus:
P7. Past experience and cues that reassure the consumer will positively influence
trust in an e-retailer.
Drawing on early work on another construct of consumer behaviour, i.e. learning
(Bettman, 1979; Kuehn, 1962), an e-retail site becomes more attractive and efficient with
increased use as learning leads to a greater intention to purchase (Bhatnagar and
Ghose, 2004; Johnson et al., 2007). Therefore:
P8. e-Consumers’ learning about an e-retailer web site will positively influence
their intention to purchase.
We now extend our model to include social and experiential aspects of e-consumer E-consumer
behaviour along with consumer traits. The extended model is illustrated in behaviour
Figure 2.
An integrative framework
Social factors
The TRA family theories, which are central to our model (Cheung et al., 2005; Sheppard 1125
et al., 1988), include the Theory of Planned Behaviour (TPB) (Ajzen, 1991), the
Technology Acceptance Model (TAM) (Davis, 1989) and the Unified Theory of
Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003). As introduced in
the section entitled “The role of functional attributes” above, intention is influenced by
two factors:
(1) “attitude toward the behaviour”; and
(2) “subjective norms” (Fishbein and Ajzen, 1975; Ajzen and Fishbein, 1980).
“Subjective norm” refers on one hand to beliefs that specific referents dictate whether
or not one should perform the behaviour or not, and on the other the motivation to
comply with specific referents (Ajzen and Fishbein, 1980). Simply put, these are “social
factors”, by which we mean the influences of others on purchase intentions. For
example, TRA argues that whether our best friends think that we should make a
particular purchase influences our intention. Numerous studies of traditional shopping
have drawn attention to these aspects (e.g. Dennis, 2005). Social influences are also
important for e-shopping, but e-retailers have difficulty in satisfying these needs (Shim
et al., 2000). Rohm and Swaminathan (2004) found that social interaction was a
significant motivator for e-shopping (along with variety seeking and convenience,
which we consider with situational factors, below). Similarly, Parsons (2002) found that
social motives such as social experiences outside home, communication with others
with similar interests, membership of peer groups, and status and authority were valid
for e-shopping. Social benefits of e-shopping, such as communications with
like-minded people, can be important motivators that influence intention. Web 2.0
social networking sites can link social interactions concerning personal interests with
relevant e-shopping. For example, people with a specific, specialist fascination for
athletic footwear may be members of www.sneakerplay.com. Consumers with a more
general interest in social e-shopping are catered for by www.osoyou.com. Thus:
social factors.
Since attitude and subjective norm cannot be the exclusive determinants of behaviour
where an individual’s control over the behaviour is incomplete, the TPB purports to
improve on the TRA by adding “perceived behavioural control” (PBC), defined as the
ease or difficulty that the person perceives of performing the behaviour. Empirical
studies demonstrate that the addition of PBC significantly improves the modelling of
behaviour (Ajzen, 1991). In the information systems literature, the concept of PBC has
an equivalent in “self-efficacy”, defined as the judgment of one’s ability to use a
computer (Compeau and Higgins, 1995). Researchers have shown that there is a
positive relationship between experience with computing technology, perceived
outcome and usage (Agarwal and Prasad, 1999). There is considerable empirical
EJM
1126
Figure 2.
43,9/10
The enhanced model

evidence on the effect of computer self-efficacy (e.g. Agarwal et al., 2000; Venkatesh, E-consumer
2000). These studies confirm the essential effect of computer self-efficacy in behaviour
understanding individual responses to information technology in general and
e-shopping in particular. There is conceptual and empirical overlap of the constructs of
PBC and self-efficacy with past experience (Alsajjan and Dennis, forthcoming), which
we therefore concentrate into our “Past experience” variable (see the section entitled
“The role of functional attributes” above). 1127
TAM was originally conceived to model the adoption of information systems in the
workplace (Davis, 1989) but two specific dimensions relevant to e-shopping have been
identified:
(1) usefulness; and
(2) ease of use.
Usefulness refers to consumers’ perceptions that using the internet will enhance the
outcome of their shopping and information seeking (Chen et al., 2002). In our model,
usefulness is incorporated into the image components of product selection, customer
service and delivery or fulfilment in the “Role of functional attributes” section above.
Ease of use concerns the degree to which e-shopping is perceived as involving a
minimum of effort, for example in navigability and clarity (Chen et al., 2002). Ease of
use is central to the e-interactivity dimension of our model, considered in the section
entitled “Experiential aspects of e-shopping” below.
Davis et al. (1992) have added a new dimension of attitude into TAM: enjoyment.
Enjoyment reflects the hedonic aspects discussed in the section entitled “Experiential
aspects of e-shopping” below. In a further development of TAM, the UTAUT,
Venkatesh et al. (2003) recognised the moderating effects of consumer traits, considered
in the section entitled “Consumer traits” below. The TRA family theories, including
TPB, TAM and UTAUT, thus constitute the “glue” of the integrative theoretical
framework for our propositions P1-P7 above, as illustrated in Figure 2.
TAM has been criticised for ignoring a number of influences on e-consumer
behaviour. These include social ones (included in the TRA aspect of our model, above)
(Chen et al., 2002) and others such as situational factors (Moon and Kim, 2001) and
consumer traits (Venkatesh et al., 2003). Perea y Monsuwé et al. (2004) add four factors:
(1) consumer traits;
(2) situational factors;
(3) product characteristics; and
(4) trust (trust is considered in the section entitled “The role of functional
attributes” above).
Situational factors may include variety seeking and convenience (identified by Rohm
and Swaminathan, 2004, as a significant motivator for e-shopping). We therefore
extend our framework to include relevant experiential and situational factors; and
consumer traits in the three sections below.
Experiential aspects of e-shopping

For decades, retailers and researchers have been aware that shopping is not just a
matter of obtaining tangible products but also about experience, enjoyment and
EJM entertainment (Martineau, 1958; Tauber, 1972). In the e-shopping context, experience
43,9/10 and enjoyment derive from e-consumers’ interactions with an e-retail site, which we
refer to as “e-interactivity”. E-interactivity encompasses the equivalent of
salesperson-customer interaction as well as visual merchandising and indeed the
impact of all senses on consumer behaviour. Empirically, interactivity has been found
to be a major determinant of consumer attitudes (Fiore et al., 2005; Richard and
1128 Chandra, 2005). Studies include, for example, personalising greeting cards (Wu, 1999),
and creating visual images of clothing combinations (Fiore et al., 2005; Kim and
Forsythe, 2009). More generally, Merrilees and Fry (2002) found that overall
interactivity was the most important determinant of consumer attitudes to a particular
e-retailer and interactivity could influence both trust and attitudes to the e-retailer.
Therefore:
P10. E-consumer attitudes towards an e-retailer will be positively influenced by
e-interactivity.
P11. Trust in an e-retailer will be positively influenced by e-interactivity.
A favourable perception of e-interactivity is likely to be influenced by ease of use of a
website (Merrilees and Fry, 2002). Navigability is a key aspect, i.e. the ability of the
user to find their way around a site and keep track of where they are (Richard and
Chandra, 2005). Thus:
P12. E-consumers’ perceptions of e-interactivity will be positively influenced by
ease of navigation.
Many studies in the bricks-and-mortar world have used an environmental psychology
framework to demonstrate that cues in the retail “atmosphere” or environment can
affect consumers’ emotions, which in turn can influence behaviour. The importance of
this S-O-R model (Mehrabian and Russell, 1974) is that the stimulus cues such as
colour, music or aroma can be manipulated by marketers to increase shoppers’
pleasure and arousal, which in turn should lead to more “approach” behaviour, for
example spending (rather than “avoidance”). Dailey (2004) and Eroglu et al. (2003)
demonstrated that the same type of “web atmospherics” model can be applied to
e-consumer behaviour. Graphics, visuals, audio, colour, product presentation at
different levels of resolution, video and 3D displays are among the most common
stimuli. Richard (2005) divided atmospheric cues into central, high task-relevant ones
(including structure, organization, informativeness, effectiveness and navigational),
and a single peripheral, low task-relevant one (entertainment). Consistent with the
Elaboration Likelihood Model (Petty and Cacioppo, 1986), the high task-relevant cues
impacted attitude. Both high and low task-relevant cues had a secondary impact on
exploratory purchase intention. Elements that replicate the offline experience lead to
loyal, satisfied customers (Goode and Harris, 2007). Manganari et al. (2009) summarise
the current state of knowledge on web atmospherics in e-retailing in this issue,
illustrated schematically in their Figures 2 and 3 (Manganari et al., 2009). In theory,
atmospherics can also include touch (which can be simulated using a vibrating touch
pad) and aroma (which might be incorporated by offering to send samples, although
odour simulation systems have yet to achieve widespread adoption) (Chicksand and
Knowles, 2002). Summarising:
P13. E-consumer perceptions of e-interactivity will be positively influenced by web E-consumer
atmospherics. behaviour
Environmental psychology suggests that people’s initial response to any environment
is affective, and this emotional impact generally guides the subsequent relations within
the environment (Machleit and Eroglu, 2000; Wakefield and Baker, 1998). Many studies
suggest that web atmospherics are akin to the physical retail environment (e.g. Alba
et al., 1997; Childers et al., 2001). In this issue, Jayawardhena and Wright found that 1129
emotional considerations are one of the main influences on attitudes towards
e-shopping (Jayawardhena and Wright, 2009). Therefore:
P14. E-consumer emotional states will be positively influenced by web
atmospherics.
emotional states.
Situational factors
One of the most significant attractions of e-shopping is perceptions of convenience
(Evanschitzky et al., 2004; Szymanski and Hise, 2000), for example a reduction of
search costs when the consumer is under time pressure (Bakos, 1991; Beatty and Smith,
1987). Kim et al., in this issue, found that convenience was one of the main influences on
e-satisfaction (Kim et al., 2009). Convenience in e-shopping therefore increases search
efficiency by eliminating travel costs and associated frustrations (psychological costs).
e-Retailers differentiate themselves by emphasising convenience (Jayawardhena, 2004).
For example, www.amazon.com allows regular customers to complete the purchase
process with “one click”. Similarly, Amazon have allowed customers to review
products, enhancing the quantity and quality of product information for potential
customers, helping in the customer information search process to reduce search costs
and time. Variety of products is a related aspect of online shopping that also reduces
search costs (Evanschitzky et al., 2004; Grewal et al., 2004).
Retailing literature suggests that shopping frequency may influence purchase
intentions. For example, Evans et al. (2001) found that experienced internet users were
more likely to participate in virtual communities for informational reasons, whereas
novice users were more likely to participate for social interaction. E-shopping becomes
more routine as e-shoppers gain experience of an e-retailer’s site (Liang and Huang,
1998; Overby and Lee, 2006). Hand et al., in this issue, draw attention to the influence of
specific, individual factors such as having a baby (Hand et al., 2009). In sum:
P16. Consumer attitude towards an e-retailer will be influenced by situational
factors such as convenience, variety, frequency of purchase and specific
individual circumstances.
Consumer traits
In the interests of parsimony, we concentrate on four of the most commonly examined
a priori consumer traits – i.e. gender, education, income and age – plus two post hoc
ones relevant to e-attitudes – i.e. need for cognition (NFC) and optimum stimulation
level (OSL) (Richard and Chandra, 2005). The moderating effect of gender can be
explained by drawing on social role theory and evolutionary psychology (Dennis and
EJM McCall, 2005; Saad and Gill, 2000). Men tend to be more task-orientated (Minton and
43,9/10 Schneider, 1980), systems-orientated (Baron-Cohen, 2004) and more willing to take
risks than are women (Powell and Ansic, 1997). This is because, socially, people are
expected to behave in these ways (social role theory) and because this adaptive
behaviour has given people with particular traits advantages in the process of natural
selection (evolutionary psychology). In line with the task-orientation difference,
1130 Venkatesh and Morris (2000) found that men’s decisions to use a computer system
were more influenced by the perceived usefulness than were women’s. On the other
hand, in line with the systems-orientation difference (Felter, 1985), women’s decisions
were more influenced by the ease of use of the system (Venkatesh and Morris, 2000).
Gender moderates the relationship between various aspects of behavioural outcomes
(Cyr and Bonanni, 2005; Yang and Lester, 2005). Psychology research over many years
has identified numerous gender differences that are potentially relevant to e-consumer
behaviour, for example in spatial navigation, perception and styles of communication.
Nevertheless, the effects of these differences in e-consumer behaviour have received

little research attention to date. In a parallel to Dennis and McCall’s (2005)
“hunter-gatherer” approach to shopping behaviour, Stenstrom et al. (2008) use an
evolutionary perspective to study sex differences in website preferences and
navigation. In this interpretation, males tend to use an “internal map” style of
navigation because hunting required accurate navigation over long distances. Females,
on the other hand, tend to use “landmark” navigation because gathering was carried
out over a smaller area close to the home base. E-navigation is analogous because users
must navigate in order to travel through pages, objects and landmarks in a manner
similar to physical navigation. Stenstrom et al.’s (2008) results demonstrate that
extended hierarchical levels of an e-shopping web site are more easily navigated by
males than by females. Extending gender differences previously reported for “bricks”
shopping (Dennis and McCall, 2005) to e-shopping. In this issue, Hansen and Jensen
find that men tend to be “quick shoppers” whereas women are more “shopping for fun”
(Hansen and Jensen, 2009). These results suggest that masculine and feminine
segmented web sites might be more successful in satisfying e-consumers.
The role of education in e-shopping has been given little research attention. It is
argued that people with higher levels of education usually engage more in information
gathering and processing and use more information prior to decision making, whereas
less well educated people rely more on fewer information cues (Capon and Burke, 1980;
Claxton et al., 1974). In contrast to people with lower educational attainments, it is
postulated that better educated consumers feel more comfortable when dealing with,
and relying on, new information (Homburg and Giering, 2001). A body of research
suggests that income is related to e-consumer behaviour (Li et al., 1999; Swinyard and
Smith, 2003). This is expected, as people with higher income have usually achieved
higher levels of education (Farley, 1964). We expect, therefore, that better educated and
wealthier consumers seek alternative information about a particular e-retailer, apart
from their satisfaction level, whereas less well educated, poorer consumers see
satisfaction as an information cue on which to base their purchase decision.
Older consumers are less likely to seek new information (Moskovitch, 1982; Wells
and Gubar, 1966), relying on fewer decision criteria, whereas younger consumers seek
alternative information. Age moderates the links between satisfaction with the product
and loyalty such that these links will be stronger for older consumers (Homburg and E-consumer
Giering, 2001). behaviour
Similarly, individuals with a personality high on NFC engage in more search
activities that lead to greater e-interactivity (Richard and Chandra, 2005), a principle
supported by Kim and Forsythe (2009), who found that consumer innovativeness was
associated with greater use of 3D rotational views. In contrast, high OSL people have a
higher need for environmental stimulation and are more likely to browse, motivated 1131
more by emotion than cognition (Richard and Chandra, 2005).
The various consumer traits will not necessarily have the same moderating effects
but in line with space limitations, we summarise the main expectations as:
P17M1. The relationship between social factors and attitude towards an e-retailer
will be moderated by consumer traits.
P17M2. The relationship between emotion and attitude toward e-retailer will be
moderated by consumer traits.

P17M3. The relationship between e-interactivity and attitude toward e-retailer
will be moderated by consumer traits.
These moderators complete our integrated model, simplified and illustrated
schematically in Figure 2.
Discussion and conclusion

There is a substantial body of literature examining e-consumer behaviour in both
academia and in practitioner publications. Both strands agree that many factors
influence e-shopping. Nevertheless, there are significant gaps in our understanding of
e-consumer behaviour. This paper attempts to fill this gap by conducting an analysis
of the literature and presenting a unified model that explains e-consumer behaviour
that is founded on a sound theoretical underpinning.
We developed a dynamic model to explain e-consumer behaviour in two stages,
underpinned by the Theory of Reasoned Action (Ajzen and Fishbein, 1980; Fishbein
and Ajzen, 1975) family of theories, which postulate that that people’s behaviour is
governed by their beliefs, attitudes, and intentions towards performing that behaviour.
We argue that attitudes drive e-consumer behavioural intentions which lead into actual
purchases. This is followed by the development of further propositions for our model.
A significant contribution that our model makes is the appreciation of the image
construct and its influence on e-consumer decision-making process. We enhance our
model by examining the antecedents of attitude and trust, drawing attention to
e-consumer emotional states and e-interactivity along with social factors and consumer
traits. Furthermore, we indicate that situational factors influence behaviour. To
explain consumer emotional states we rely on Mehrabian and Russell’s (1974), S-O-R
model and reason that the stimulus cues such as web atmospherics and navigation are
directly related e-consumer emotional states.
It is acknowledged that building a complex conceptual model “from the ground up”
can pose as many questions as it answers, and we identify fruitful directions for future
research. First, our framework forms a basis to explore holistically the factors affecting
e-consumer behaviour. Second, we acknowledge that our proposed model may not
incorporate all the variables or links between them that potentially affect e-consumer
EJM behaviour and invite researchers to examine more influences. Third, research is needed
43,9/10 into how various constructs might be in play (or not) depending upon the prior
shopping, site familiarity and/or site purchasing experience of consumers. Fourth, we
observe that a large number of studies appear to concentrate on single countries,
whereas consumer responses have been demonstrated to vary between cultures (Davis
et al., 2008). We believe that our conceptual model is an ideal framework for such
1132 purposes for academic researchers, e-retailers, policy-makers and practitioners.
In conclusion, this paper has explored the conceptual development of an integrated
model of e-consumer behaviour. E-shopping is still growing fast at a time when
traditional shopping is struggling to maintain any growth at all. The time is therefore
opportune to further explore the propositions elicited in this paper towards a better
understanding of e-consumer behaviour.
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Further reading
Alsajjan, B. and Dennis, C.E. (2009), “The internet banking acceptance model”, Journal of
Business Research (forthcoming).
About the authors

Charles Dennis is a Senior Lecturer at Brunel University, London, UK. His teaching and research
area is (e-)retail and consumer behaviour – the vital final link of the marketing process –
satisfying the end consumer. He is a Chartered Marketer and has been elected a Fellow of the
Chartered Institute of Marketing for work helping to modernise the teaching of the discipline. He
was awarded the Vice Chancellor’s Award for Teaching Excellence for improving the interactive
student learning experience. His publications include Marketing the e-Business (1st and 2nd
editions) (joint-authored with Dr Lisa Harris), the research-based e-Retailing (joint-authored with
Professor Bill Merrilees and Dr Tino Fenech) and the research monograph Objects of Desire:
Consumer Behaviour in Shopping Centre Choice. His research into shopping styles has received
extensive coverage in the popular media. Charles Dennis is the corresponding author and can be
contacted at: charles.dennis@brunel.ac.uk
Bill Merrilees is Professor of Marketing and Deputy Head of the Department of Marketing at E-consumer
Griffith Business School, based on the Gold Coast campus. He is also associated with the
Tourism, Sport and Service Innovation Research Centre. He has worked in both academia and behaviour
the government. He has a Bachelor of Commerce (Hons I) from the University of Newcastle,
Australia and an MA and PhD from the University of Toronto, Canada. He has consulted with
companies like Shell, Westpac, Jones Lang Lasalle at the large end, down to middle-sized
companies like accountants and even very small firms like florists. Bill particularly enjoys
conducting case research as it builds a bridge to the real world. He has published more than 100 1139
refereed journal articles or book chapters. Six of his articles have been in the e-commerce field,
including the Journal of Relationship Marketing, Journal of Business Strategies, Corporate
Reputation Review and Marketing Intelligence & Planning. His work includes innovative scale
development in the areas of e-interactivity, e-branding, e-strategy and e-trust.
Chanaka Jayawardhena is Lecturer in Marketing at Loughborough University Business
School, UK. He has won numerous research awards including two Best Paper Awards at the
Academy of Marketing Conference in 2003 and 2004. Previous publications have appeared (or
forthcoming) in the Industrial Marketing Management, European Journal of Marketing, Journal
of Marketing Management, Journal of General Management, Journal of Internet Research and

European Business Review, among others.
Len Tiu Wright is Professor of Marketing and Research Professor at De Montfort University,
Leicester. She has held full-time appointments and visiting appointments in the UK and
overseas. Her writings have appeared in books, in American and European academic journals,
and at conferences where some have gained best paper awards for overall best conference papers
and best-in-track papers. She is on the editorial boards of a number of leading marketing journals
and is Editor of the Qualitative Market Research: An International Journal, an Emerald
publication.
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Factors influencing e-consumer behaviour

The role of functional attributes

evaluation or rating of something in such a way as to guide our actions (Boulding,

credence qualities of products. Since online shopping is a comparatively new activity,

The enhanced model

Experiential aspects of e-shopping

Nevertheless, the effects of these differences in e-consumer behaviour have received

moderated by consumer traits.

Discussion and conclusion

an expectation and disconfirmation approach”, Information Systems Research, Vol. 13

of Business Research, Vol. 58 No. 12, pp. 1632-42.

Annual Conference of the American Academy of Advertising, Albuquerque, NM.

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of Marketing Management, Journal of General Management, Journal of Internet Research and

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International Journal 16:1, 21-41. [Abstract] [Full Text] [PDF]

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