Considering the benefits for both consumers and suppliers, firms are taking advantage of the Internet as a medium to communicate with and sell products to their consumers. This trend makes the online shopping environment a growing field for both researchers and practitioners. This paper...

Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus-organism-response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of site...