Propose a Model of Consumer Behavior in Electronic Retail Market

With the growth of the internet among families and businesses, e-retailing industry started its growth, as well, but not at the same speed. Many business owners wonder why consumers do not turn into shopping online as they spend time surfing the internet, proportionally. The answer is to understand online consumers’ behavior; how they decide to buy online and what encourages them to buy online. This paper presents a theoretical model of what encourages consumers to buy online (i.e. Technical Characteristics of Consumers, Cultural Characteristics of Consumers, Sellers` Behaviors and Characteristics, Consumers’ Past Perceptions and website characteristics) and how they buy online through the process of purchasing (i.e. Problem Recognition, Search, evaluation of alternatives, choice and Post Acquisition Evaluation). Then, we tried to examine and propose the relationship between the affecting factors and the components of the buying process.