How a consumer behaves online is a reflection of two features, namely his 'Personal Choice Set' (PCS) and the 'Online Features' (OF's) present, while making his choice.
Many a times OCB is seen independent of the online features made available to the users.
But there is an important aspect here at play, which experts tend to neglect, which is known as the 'Effect of Stimuli'. It is defined as the effect which when present 'matches' the PCS of the consumer with the OF's present, which constitute the Online Consumer Behavior in its entirety.

The PCS of a consumer is a function of many traits viz., his nature, character, temperament, intelligentsia, perception, awareness, peer pressure, personality type to name a few. These are all intrinsic or personal factors.
The stimuli is the trigger a user or a consumer, perceives out of the 'online features' which prompts him to take an action or impresses upon him to do certain actions, which the company wants the user to undertake. These actions are known as the best desired actions. These actions could be offer of 'freebies' or 'personalized features' on various shopping sites, or it could be asking for 'user preferences' to offer them customized news and other similar features. It's the role of the effect of stimuli to create a match between the PCS of a consumer and the best desired actions warranted out of them.
These 'Actions' could be like booking a hotel, or making a credit card purchase, or downloading music etc.

Once the constitution of OCB is clear, the next important aspect of OCB is:
"How to measure or calibrate it".
In order to measure the OCB, we need to address the following important questions:

How to measure the success rate of various Stimuli being offered and their capability to create a perfect match between PCS and the OF's.

What constitutes the best of PCS? (which ultimately matches the PCS with the best desired actions)/
Or what shall be a near perfect or perfect-stimuli which will prompt a desired action?

What online actions/feature are the best desired ones?

Worldwide statistics indicates that more refined the PCS of a user the more likely she will be prompted to take the best desired action. For example, research shows that in America most of the users who undertake online hotel/airline booking features on a website, have very refined or strong PCS (like they are high-income, educated individuals, and are highly aware, and are quite rich as well).
What prompts them to behave as they do is a result of stimuli's like perceived security, trust, personalized and customized features like, (ads, create your own choices, have virtual tours etc.)

So to be successful in creating a satisfactory Online Consumer Behaviour a company has to undertake the following:

a. Do research and establish the PCS of an online user.

b. Try and provide all the plausible Online Features (OF's) for users to transact.

c. Find out the Effect of Stimuli (EOS) and measure it for all the users.

d. To complete the above loop, keep a tab on the Best Desired Action (BDA) set, out of the available Online Features (OF's).

e. And finally, company's must realize that all the above parameters will keep on evolving regularly, although at a slow pace and so have to be monitored on a continuous basis.

f. The effect of other parameters like brand power, company's strength, market forces etc., will always be there on OCB. This effect however small it could be, will have to be measured by the company's and should not be neglected.

Conclusion:
To maximise your OCB model ROI, find the best fit between your Online Features and Best Desired Actions. Study the PCS of users and create highly effective Stimuli, once this is done your OCB model will be a sure hit with your users.