Online Purchasing Intention: A Conceptual Model

While the use of the Internet as a marketing tool is of increasing importance to many marketers, a scarcity of research exists that attempts to explain why consumers will or will not actually purchase online. This paper begins to address this gap by building a conceptual model identifying the factors influencing consumer purchase intention when buying products online. The model is based on the Technology Acceptance Model with several modifications including the dropping of the attitude component and the addition of three further constructs, product and company attributes, perceived risk and customer experience. The findings, as well as providing a foundation for further empirical testing, have important implications for practitioners involved in ecommerce and add significantly to the theory regarding online purchase behaviour