Two Models of Online Patronage: Why Do Consumers Shop on the Internet?

Abstract

The Internet provides an alternative method for reaching retail consumers, and e-tailing is attracting considerable attention from practitioners and scholars. This chapter aims to develop a better understanding of Internet shopping (with a special emphasis on explaining consumer patronage behavior). Two conceptual models of consumer online patronage behavior are developed. Our focus is on the “C” side of B-to-C commerce. We do not deal explicitly with B-to-B commerce. Based on a review of the traditional retailing literature as well as the emerging e-commerce literature, we identify the promising predictor variables that may be applicable to the Internet setting. The outcome of our investigation is two conceptual models, including 22 propositions.