and model development. This review presented over 20
frameworks, models, and theories upon which hypotheses
and research questions were based. Although there were
some studies without clear theoretical reasoning behind
the hypotheses, the majority of the studies use explicit
conceptual models. Without a doubt, TAM is the most
applied conceptual model. However, apart from TAM,
there is no conceptual model that is commonly used as a
theoretical basis. Nearly all other conceptual models were
used by one single article each. The application of other
theoretical frameworks in this present field of online marketing
should be further empirically tested in the future.