Abstract:

This research attempts to conceptualize a new surfer's behavior wich’s online browsing. At the theoretical level, a review of the literature allowed us to identify basic concepts of such behavior traditionally observed and analyzed in the context of physical commerce. It presents a number of antecedents and consequences.  It is based on the recreational and informational purpose on the part of consumers. Transposed to the field of electronic commerce, this study has identified new principles for online behavior. We propose a conceptual model that relates browsing behavior online, atmospheric variables of a website, subjective expertise and personal variables.