Internet shopping learning model : theory building study using a phenomenological research method

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.