How Consumers’ Characteristics Impact their Online Purchase Intention: A Literature Review
During the past 10 years, online shopping developed quickly, which made it a hot topic in marketing research. From 5 aspects, demographics, purchasing behavior, online experience, website design and marketing mix, this paper not only concludes previous research findings, but also analyzes conflicting viewpoints among the present research and deliberates future research opportunities related to online shopping.
Y. Yang et al., "How Consumers’ Characteristics Impact their Online Purchase Intention: A Literature Review", Key Engineering Materials, Vols. 474-476, pp. 1909-1913, 2011