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The purpose of this paper is to examine the purchase intentions of online retail consumers, segmented by their purchase orientation.

An e‐mail/web survey was addressed to a consumer panel concerning their online shopping experiences and motivations, n=396.

It is empirically shown that consumer purchase orientations have no significant effect on their propensity to shop online. This contradicts the pervasive view that internet consumers are principally motivated by convenience. It was found that aspects that do have a significant effect on purchase intention are prior purchase and gender.

There are two limitations. First, the sample contained only UK internet users, thus generalisations about the entire population of internet users may be questionable. Second, in our measurement of purchase intentions, we did not measure …