The effects of psychological factors on online consumer behavior

The topic of online consumer behavior has been examined under various contexts over these years. Although researchers from a variety of business disciplines have made significant progress over the past few years, there are very few studies that directly investigate the relationship between psychology and online consumer behavior. In view of this, this study provides a review of the relevant empirical literature and proposes a research framework. This proposed framework not only provides us with a cohesive view of the relationship between psychology and online consumer behavior, but also serves as a salient guideline for researchers in this area. This study concludes with a research agenda for the study of the relationship between psychology and online consumer behavior.