Online Consumption

Abstract

On‐line shopping process possesses several unique characteristics that distinguish it from other forms of transactions. This article describes the research focusing on the effects of on‐line capabilities on consumers' experience, motivation to engage in the process, the unique process dynamics, and postconsumption behavior. The research on the unique characteristics originated from the improved interactivity and vividness associated with on‐line shopping. Some of these characteristics, such as telepresence and word‐of‐mouth were assessed mainly for the new opportunities and economic potential that they offer. In contrast, others, such as trust and immediate negative feedback, triggered research concerned more with the precautions needed in the emergence of on‐line shopping.