Consumer beliefs and motivations that influence repeat online purchases

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.