What makes consumers buy from Internet? A longitudinal study of online shopping

The objective of this study is to investigate the factors affecting online shopping. A model explaining the impact of different factors on online shop ping intentions and behavior is developed based on the Theory of Planned Be havior. The model is then tested empirically in a longitudinal study with t wo surveys. Data collected from 705 consumers indicate that subjective norm s, attitude, and beliefs concerning the consequences of online shopping hav e significant effects on consumers' intentions to buy online. Behavioral co ntrol and intentions significantly influenced online shopping behavior. The results also provide strong support for the positive effects of personal i nnovativeness on attitude and intentions to shop online. The implications o f the findings for theory and practice are discussed.