Electronic and manual searches were conducted to
indentify studies to be reviewed. Google Scholar search
was used to identify studies in the initial stage with key
words online marketing, online purchase intention, online
impulse purchase, online purchase, hedonic value, utilitarian
value, flow, and technology acceptance model.
Electronic databases were used to access the articles
found in Google Scholar. Other articles were identified
manually. The search yielded 56 studies, which met two
criteria: including the variables of interest; and being
empirical in nature. Both marketing and information
systems journals and conference proceedings were
included in review. The identified articles were published
in journals including Journal of Business Research, Information
& Management, Journal of Marketing, Journal of
Retailing and Consumer Services, Journal of Interactive
Marketing, Journal of Retailing, Information Systems
Research, International Journal of Electronic Research,
and European Journal of Marketing.
Methodology