Purpose-The objective of this paper is to analyse whether individuals' socioeconomic characteristics-age, gender and income-influence their online shopping behaviour. The individuals analysed are experienced e-shoppers i.e. individuals who often make purchases on the internet. Design/methodology/approach-The technology acceptance model was broadened to include previous use of the internet and perceived self-efficacy. The perceptions and behaviour of e-shoppers are based on their own experiences. The information obtained has been tested using causal and multi-sample analyses. Findings-The results show that socioeconomic variables moderate neither the influence of previous use of the internet nor the perceptions of e-commerce; in short, they do not condition the behaviour of the experienced e-shopper. Practical implications-The results obtained help to determine that once individuals attain the status of experienced e-shoppers their behaviour is similar, independently of their socioeconomic characteristics. The internet has become a marketplace suitable for all ages and incomes and both genders, and thus the prejudices linked to the advisability of selling certain products should be revised. Originality/value-Previous research related to the socioeconomic variables affecting e-commerce has been aimed at forecasting who is likely to make an initial online purchase. In contrast to the majority of existing studies, it is considered that the current development of the online environment should lead to analysis of a new kind of e-shopper (experienced purchaser), whose behaviour differs from that studied at the outset of this research field. The experience acquired with online shopping nullifies the importance of socioeconomic characteristics.

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a b s t r a c tThe objective of the present research is to study the Internet purchasing behaviour of consumers who are experienced with the channel, employing a dual perspective for the analysis: (1) present e-purchasing behaviour and (2) future repurchasing behaviour measured through repurchasing intentions. On the basis of this approach, we attempt to understand the effect of perceived self-efficacy, ease of use and usefulness on both types of behaviour and the links between them. Furthermore, the research includes other variables related to Internet experience, extracted from models widely tested in the literature. These variables, namely, acceptance, frequency of use and satisfaction with the Internet, act as antecedents of e-purchasing behaviour and permit a deeper analysis of the consumer. The results obtained show that self-efficacy and usefulness are important perceptions in explaining the behaviour of experienced consumers, while ease of use does not have a significant influence.

Purpose-The main objective of this paper is to compare the differences that exist between the adoption of e-commerce by potential purchasers and the acceptance of the channel (re-purchase decisions) by experienced e-customers. Therefore, the paper seeks to test the influence of online shopping experience on electronic purchase decisions. Design/methodology/approach-The conceptual model, an extended technology acceptance model (TAM), is tested using structural equation modelling techniques. In addition, the variations that exist in e-customer behaviour are checked using a multi-sampling analysis. Findings-The findings show that the influence of self-efficacy and usefulness increases as the consumer gains online shopping experience. The motivations that lead a potential e-customer to make a purchase are not the same as those that influence an experienced customer. The paper demonstrates the evolution of customer behaviour and the need to differentiate the perceptions of consumers depending on their level of experience. Practical implications-The analysis of e-customer behaviour is a key issue for the development of e-retailing. Better knowledge about the evolution of consumer behaviour allows a better management of the e-customer-firm relationship (e-business). Firms should bear in mind the relevant perceptions of e-customers for each decision. Originality/value-Despite the importance that researchers have attached to studying e-shopping behaviour, not many papers have considered the existence of different types of decision. In fact, the majority only consider an initial stage of e-commerce and do not analyse the evolution of e-customer behaviour and the differences observed with respect to acceptance. The paper fills this gap.