This paper, "What Drives Consumers to Shop Online? A Literature Review," by Perea y Monsuwe, Dellaert, and de Ruyter, published in 2004, aims to provide a comprehensive framework for understanding consumers' attitudes and intentions toward online shopping. The authors build upon the Technology Acceptance Model (TAM) and extend it with exogenous factors to better capture the complex dynamics of online shopping behavior. They argue that attitudes and intentions are influenced not only by the ease of use, usefulness, and enjoyment of online shopping but also by factors such as consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping. The paper highlights that while online shopping is becoming increasingly popular, particularly in the US and Europe, the reasons behind this trend are often fragmented and not fully understood. The authors identify several key factors that moderate the relationship between the core constructs of TAM and consumers' attitudes and intentions. These factors include demographic and personality characteristics, situational factors such as time pressure and lack of mobility, product characteristics, previous online shopping experiences, and trust in online shopping. The study also discusses the differences and similarities between online and traditional shopping, emphasizing that while online shopping offers convenience and efficiency, it may lack certain tactile and social interactions found in physical stores. The authors conclude by suggesting that e-marketers and e-tailers should focus on enhancing the enjoyable aspects of online shopping, addressing consumer traits, and building trust to improve customer satisfaction and encourage repeat online shopping. The paper's framework is intended to guide future research and practical applications in the field of e-commerce, helping businesses better understand and meet the needs of their online shoppers. However, the authors acknowledge the limitations of their conceptual model, including the potential for unexplored factors and the need for empirical validation.This paper, "What Drives Consumers to Shop Online? A Literature Review," by Perea y Monsuwe, Dellaert, and de Ruyter, published in 2004, aims to provide a comprehensive framework for understanding consumers' attitudes and intentions toward online shopping. The authors build upon the Technology Acceptance Model (TAM) and extend it with exogenous factors to better capture the complex dynamics of online shopping behavior. They argue that attitudes and intentions are influenced not only by the ease of use, usefulness, and enjoyment of online shopping but also by factors such as consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping. The paper highlights that while online shopping is becoming increasingly popular, particularly in the US and Europe, the reasons behind this trend are often fragmented and not fully understood. The authors identify several key factors that moderate the relationship between the core constructs of TAM and consumers' attitudes and intentions. These factors include demographic and personality characteristics, situational factors such as time pressure and lack of mobility, product characteristics, previous online shopping experiences, and trust in online shopping. The study also discusses the differences and similarities between online and traditional shopping, emphasizing that while online shopping offers convenience and efficiency, it may lack certain tactile and social interactions found in physical stores. The authors conclude by suggesting that e-marketers and e-tailers should focus on enhancing the enjoyable aspects of online shopping, addressing consumer traits, and building trust to improve customer satisfaction and encourage repeat online shopping. The paper's framework is intended to guide future research and practical applications in the field of e-commerce, helping businesses better understand and meet the needs of their online shoppers. However, the authors acknowledge the limitations of their conceptual model, including the potential for unexplored factors and the need for empirical validation.