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Publication details

Puni, EF 2013, 'Internet shopping learning model : theory building study using a phenomenological research method', DBA thesis, Southern Cross University, Lismore, NSW.

Copyright EF Puni 2013


This research builds a model of how some consumers learn Internet shopping for purchasing physical goods. Phenomenological interviews are conducted to formulate an Internet Shopping Learning Model (ISLM). Internet shopping results from a learning process comprised of four stages, before, perceived barriers, during and becoming stages. Early stages of learning centre on an enabling process comprising influencing factors: motivational drivers; perceived usefulness; ease of use; social groups and media; attitude towards Internet shopping; prior knowledge and experience; trust propensity; familiarity; and qualifying trust. Qualifying trust is the key factor in determining whether or not a consumer adopts Internet shopping.