Abstract
Empirical research on online consumer theory has been examined under diverse contexts over the years. Although researchers from a variety of business disciplines have made significant progress over the past few years, the scope of these studies is rather broad, the studies appear relatively fragmented and no unifying theoretical framework is found in this area. In view of this, this study attempts to provide an exhaustive review of prior theoretical literature and to provide an integrative model of online consumer behavior. This framework not only provides us with a cohesive view of online consumer behavior, but also serves as a salient guideline for researchers in this area. The paper is concluded with a research agenda for future studies.
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