ABSTRACT
This chapter describes integrate research conducted in the area of online shopping into a theoretical model predicting consumers' buying intentions. It investigates affective states and purchase intentions and their relationship to risk factors in the online-environment. The chapter argues that integrate empirical findings in a conceptual model of online shopping also provide the framework for further empirical research. It assumes that online shopping, or the intention to shop online, is the result of a decision process that is determined by environmental variables, such as the type of product, the specific form of shopping; and psychological characteristics as well as socio-demographic profiles of potential online-shoppers. Motivational and values research shows that the perceived risk of online shopping and trust in retailers are important determinants of online shopping. The chapter focuses on consumer satisfaction with online shops. Satisfaction with a website decreases with a growing perception of a website's riskiness.
