Abstract

The paper aims to analyse the influence of shopping orientation (recreational vs convenience) and need for touch on consumers' proneness to shop online. Starting from the basic assumptions of the Theory of Planned Behaviour, the proposed structural model hypothesizes a) a direct relationship between the independent variables and the intention to buy and b) a mediation effect of attitude toward shopping online in the causal relationships. Data were gathered through an online self-administered questionnaire with a sample of online shoppers. Structural equation modelling was used for the analysis. Results offer theoretical and managerial implications both for companies that integrate offline and online in their business model (click & mortar) and for companies with a virtual presence only (pure click).