Online consumer shopping behaviour: A review and research agenda

Abstract Over the last two decades, motivated by the continuous evolution of the technology‐driven retail environment, researchers have studied various aspects of online consumer behaviour. This article attempts to take stock of this environment to critically assess the research gaps in the domain and provide future research directions. Applying a well‐grounded systematic methodology following the TCCM (theory, context, characteristics and methodology) framework, 197 online consumer shopping behaviour articles were reviewed. The findings reveal that the application of theories remains limited in the current pool of literature that focuses more on developed nations. While studies have primarily considered categories such as apparel and grocery, in terms of methodology experimental and survey‐based studies were most common. Additionally, the article suggests some future research directions. The use of combined theories to better understand technology acceptance by consumers of online‐shopping is recommended. Similarly, studies across other categories like online experiential luxury, luxury services, or second‐hand products that then link to novel constructs reflecting issues with payment methods, online service quality, and online store atmosphere are portrayed as meaningful avenues that will advance research in the domain.