Abstract
The present study aimed to analyze the types of consumer behavior in online shopping, through a narrative review of the literature, so that the most prevalent relationships could be established. Through this investigation, it is possible to conclude that there are several types of consumer behavior in online shopping, where the most cited are: impulsive behavior, quality-based behavior, convenience behavior, economic behavior and behavior based on innovation. This literature review points to the opportunity and the need for future research to understand the relationship between consumer behavior in online shopping and existing online payment methods.KeywordsOnline consumer behaviorE-commerceOnline consumer typologies
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