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This paper seeks to examine the antecedents of online shopper excitement, its consequences for behavioural intentions as expressed by intent to return, and positive word‐of‐mouth communication.

A conceptual model is developed based on the literature. Instrument item scales to measure all constructs in the model were as informed by the literature and adapted from prior studies. An online structured questionnaire survey was sent by e‐mail to a UK consumer panel (n=626). The results were analysed using LISREL 8.7.

Convenience, involvement, attributes of the web site and merchandising all collectively influence shopper excitement. The attributes of the web site and merchandising directly influence intent to return. E‐shopper excitement leads to positive word‐of‐mouth (WOM) and increases the intent to return.

The study …