Explaining and Predicting Consumer Intention to Purchase Over the Internet: An Exploratory Study

This study tested a model that organizes and presents factors that lead consumers to buy online. The model contained four explanatory variables (generalized innovativeness, innovativeness toward online buying, involvement with the Internet, and frequency of Internet use) and two response variables (amount of past purchasing done over the Internet and likelihood of future online purchase). A sample of 107 undergraduates reported their Internet-related attitudes and behaviors in the context of a longitudinal survey of purchasing behavior. Path analysis showed that a slightly modified model fit the data well. Frequency of online buying and intent to buy online in the future were predicted by general innovativeness, an innovative predisposition toward buying online, and involvement with the Internet. Thus, these appear to be important predictors of online buying that can help profile consumers for marketing strategy.