What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives

Purpose This study conducts a systematic literature review to synthesize the extant literature primarily on “online shopping consumer behavior” and to gain insight into “What drives consumers toward online shopping”. Design/methodology/approach The authors followed guidelines for systematic literature reviews with stringent inclusion and exclusion criteria. The review is based on 79 research papers published from 2000 to 2020 in 21 reputed peer-reviewed international journals. The papers were analyzed and synthesized based on their defining characteristics, methodologies, major constructs and themes addressed. Findings The literature synthesis indicated that consumers have to make a trade-off between 11 perceived benefits and six perceived sacrifices to improve their net perceived value before making the final decision to adopt online shopping. It is important to decode these factors as they could improve both the functional and recreational value of the shopping experience for online consumers, resulting in an improvement in conversion rates from a prospect to the final purchase at e-stores. This could improve turnover as well as profits for the e-tailers. Originality/value This study pioneers to consolidate these factors through the lens of the value adoption model. This study also suggests insightful directions for further research perspectives in the online context from both consumers' and retailers' perspectives.