Title: Consumer beliefs and motivations that influence repeat online purchases

Authors: Alicia Izquierdo-Yusta; Stephen J. Newell

Addresses: Facultad de Ciencias Económicas y Empresariales, Department of Marketing, University of Burgos, Pl. Infanta Elena s/n, 09001 Burgos, Spain. ' Haworth College of Business, Department of Marketing, Western Michigan University, Kalamazoo, MI 49008, USA

Abstract: Over the last decade, the internet has become an important and growing alternative shopping resource for consumers to purchase a variety of goods and services. In this study, over 500 internet users in Spain were surveyed in order to investigate the underlying beliefs and motivations driving repeat purchase intentions towards online shopping. The results indicate that a number of variables including perceptions of self efficacy, subjective norm, convenience and usefulness play an important role in driving repeat internet purchase intentions.

Keywords: consumer motivation; online purchases; convenience; self-efficacy; risk; subjective norm; internet; perceived usefulness; purchase intentions; repeat purchases; consumer beliefs; Spain; online shopping; internet shopping.

DOI: 10.1504/IJEMR.2011.045611

International Journal of Electronic Marketing and Retailing, 2011 Vol.4 No.4, pp.270 - 292

Received: 27 Jul 2011
Accepted: 11 Nov 2011

Published online: 22 Feb 2012 *

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