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The prevalence and importance of e commerce are drawing more and more attention on the research of online consumer behavior. Although there are significant progresses in a variety of business disciplines focus on that area, the studies appear relatively fragmented and there is not a well-developed model accepted by the researchers. In view of this, this article reviews the literature and past effort on building a framework in this area, tries to offer a more comprehensive and logical model with four key building blocks (information, intention, adoption and evaluation) that can better guide the researches on online consumer behavior.