Explaining Internet dependency: An exploratory study of future purchase intention of Spanish Internet users

Purpose – To analyse key drivers of Internet dependency and its impact on willingness to purchase online.Design/methodology/approach – The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, Internet exposure, online experience and Internet affinity on Internet dependency is analysed together with behavioural changes deriving from Internet dependency (willingness to purchase online).Findings – Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish Internet users show intermediate levels of Internet dependency. Dependent users are mainly young, highly‐educated, feel Internet affinity and have high levels of exposure and experience as Internet users. Internet dependency determines willingness to purchase online, with the most relevant factor being that of searching for information to take decisions.Practical implications – This research enables companies to know the different objectives which Internet can...

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