Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors

E-marketing evolved from a comparatively isolated group of “dot-com” firms to a mainstream marketing channel activity. This progress has also influenced customers and their “e-behavior” in the process. This study reviews the literature from information systems and marketing and uses meta-analysis to synthesize key findings. Three important insights emerged. From this exercise, a framework was developed integrating both perspectives, Marketing and IS empirical and conceptual literatures, enhancing the understanding of the customer “e-behavior” process by which attitudes, perceptions and evaluations interact to influence purchasing intentions. The analysis suggests also that perceived usefulness and perceived ease of use, the primary constructs of the technology acceptance model (TAM), continue to influence purchasing intentions in the post-adoption online context. Thus, the multi-disciplinary nature of online purchasing behavior was demonstrated, underscoring a need for both cross-disciplinary research and a more integrative and collaborative strategy for decision-makers and managers.