Behavioral Issues in B2C E-commerce: The-state-of-the-art

Huseynov, Farid
Özkan Yıldırım, Sevgi
B2C e-commerce is one of the fastest growing industries worldwide. A lot of studies were carried out by both scholars and practitioners in order to assess online consumers' behavioral issues in B2C e-commerce platforms. This paper aims to organize and classify the accumulated literature on B2C e-commerce in order to determine less-researched areas and provide future research directions. For that purpose 208 peer-reviewed articles from 71 journals published between 2005 and 2014 were retrieved and analyzed. The findings of the studies are discussed within the scope of developed framework.


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Citation Formats
F. Huseynov and S. Özkan Yıldırım, “Behavioral Issues in B2C E-commerce: The-state-of-the-art,” INFORMATION DEVELOPMENT, pp. 1343–1358, 2016, Accessed: 00, 2020. [Online]. Available: