Abstract
For online marketers, the gap between pro-online shopping attitudes and online purchase behavior is an important challenge: Even if consumers have a positive attitude towards online shopping related to different products or shops, these attitudes are not automatically translated into regular online purchase behavior. Hence, a theoretically and empirically founded understanding of the existing gap between pro-online shopping attitudes and online shopping behavior of different consumer seg-ments is of particular importance for both marketing researcher and marketers. The purpose of this paper is to analyze the ‘@ttitude-behavior-gap’ with reference to the perceived risk and value dimensions as key drivers of a customer’s online shopping attitude, the resulting intentional behavior, and the regular online shopping activities.
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