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Chapter III: Two Models ofOnline Patronage: Why Do Consumers Shop on the Internet?
Yue Pan
University of Dayton, USA
George Zinkhan
University
of Georgia, USA
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.
