Abstract
Consumers' buying behaviour in the retail context has been studied from variety of perspectives. This paper attempts to develop an integrated framework of 'e-shopping momentum' (eSM) in online retail context, which theorises that an implemental mindset with action initiation leads the buyer to make more purchases. First, a new and comprehensive conceptualisation of eSM is proposed. Second, the study identifies and proposes the positive or negative effect of factors influencing eSM. These factors include prior experience, offers and coupons, payment systems, return policy, product reviews, and availability of time, mental budget, and information load. Further, several propositions have been made regarding the moderating effect of the type of product (search, experience, and credence) on the relationship between influencing factors and eSM. The proposed conceptualisation and framework can be considered as an extension and adaption of the theory of shopping momentum for the online shopping context.
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