Standard Article

Online Consumption

Part 3. Consumer Behavior

  1. David Mazursky1,2,
  2. Gideon Vinitzky3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03003

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Mazursky, D. and Vinitzky, G. 2010. Online Consumption. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    The Hebrew University, Jerusalem, Israel

  2. 2

    Bocconi University, Milan, Italy

  3. 3

    Ariel University Center, Ariel, Israel

Publication History

  1. Published Online: 15 DEC 2010


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.


  • online consumption;
  • interactivity;
  • vividness;
  • online shopping;
  • flow;
  • online search motivation;
  • trust;
  • ecommerce;
  • 3D interface;
  • loyalty