Customer online purchasing behaviors are subtlety different in nature from traditional consumer behavior due to its unique business style (Chau, et at. 2002). To help online retailers deeply understanding Customer online purchasing behaviors, this study proposed a research model to explain Customer online purchasing behaviors based on consumer profile, online shop profile and trust. In this study, the construct of clickstream behavior is emphasized in the model to remind online retailers the importance of this construct related to Customer online purchasing behaviors.
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