Abstract
Empirical studies that focus on the drivers that affect consumer behaviour in online shopping can be found, but a real opportunity still exists to explore the factors that impact on the online shopping experience from a holistic perspective. This global approach considers how individuals process stimuli when exposed to complex and multidimensional environments; this will help improve the understanding of this phenomenon. The objectives of this paper are to propose a new theoretical model of shopping online experience which aims to explain consumer behaviour in the e-commerce context and to identify its main antecedents, mediators and potential consequences, in line with the SOR model (Stimuli-Organism-Response).
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Moreno, E.L., Virto, N.R., López, M.F.B. (2019). Shopping Online Experience: A Theoretical Model Proposal. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_8
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