Investigating linkages between online purchase behaviour variables

Purpose – The purpose of this paper is to examine the relationships between the online consumer behaviour constructs of attitude, motivations and information search in order to develop an online consumer behaviour framework. Design/methodology/approach – An email survey collected data from 577 UK respondents and canonical correlations are applied to examine the relationships. Findings – The results provide empirical support that attitude is an antecedent variable, and that motivation variables have a significant causal relationship with information search variables. Research limitations/implications – Two limitations are identified. Firstly, the data collected focussed on UK respondents, consequently the generalisability of these results is in question and further research is required. Secondly, the attitude measure could include more items to further aid reliability. Originality/value – This research advances the development of the Online Consumer Behaviour literature by adding knowledge on the nature of the relationships between online behaviour constructs.