Drivers of shopping online

a literature review


  • Ana Teresa Machado Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa



e-commerce, online shopping behavior, perceived benefits, perceived risk, exogenous factors


Consumers are increasingly adopting electronic channels for purchasing. Explaining online consumer behavior is still a major issue as studies available focus on a multiple set of variables and relied on different approaches and theoretical foundations.
Based on previous research two main drivers of online behavior are identified: perceived benefits of online shopping related to utilitarian and hedonic characteristics and perceived risk. Additionally, exogenous factors are presented as moderating variables of the relationship between perceived advantages and disadvantages of internet shopping and online consumer behavior.


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Drivers of shopping online: a literature review. (2022). Comunicação Pública, 2(3/4).