Theory of Planned Behaviour
Rodgers and Sheldon (2002) observed the motivational factors behind internet shopping and suggested four underlying motives which are information, communication, exploration and acquisition. In conducting marketing research for e-commerce companies it is particularly important to study the consumer internet usage pattern. The need of the consumer which may be termed as the ultimate function or utility of the consumer instigates the requirement of conducting a particular behaviour. To understand the motives of each segment and to discover naturally occurring consumer […]