| Author | Year | Theory |
| Hoffman, Kalsbeek, and Novak | | Four characters of online purchasing behavior: population factor, customer factor, transaction security factor and the efficiency of delivery factor |
| Glandon and Haynes; Ramin, Darush and Mohammad | | Four characteristics of online purchasing customers: pay attention to the personality, initiative of customers increase, price keeps important, lack of stability |
| Lopez-Nicolas and Francisco; Krairiksh and Anthony; Kandampully and Butler | | Perceived Risk Theory |
| Mehrabian and Russell; Eroglu et al.; Bitner and Mary | | Stimulus-Organism-Response Theory (S-O-R Theory) |
| Ajzen and Fishbein | | Intention Theory |
| Ajzen and Fishbein; Ajzen | | Theory of Reasoned Action |
| Ajzen and Fishbein | | Theory of Planned Behavior |
| Triandis | | Triandis Model |