Consumer Emotions and E-commerce : A Literature Review

Abstract

The purpose of this paper is to take a look at the current state of the research related to consumer emotions in the context of electronic commerce (e-commerce). As the popularity of online shopping is constantly growing, the author performed an integrative literature review of 66 journal articles on e-emotions (consumer emotions visible in an online environment) and classified the articles into four groups. According to the analysis of the groups, consumer emotions are present at various points of the e-commerce relationship from pre-purchase intentions to postconsumption behavior. Based on this literature review, directions for future research in e-emotions are also introduced.