CHANGING DRIVERS OF ONLINE SHOPPING INTENTIONS: A LONGITUDINAL STUDY BASED ON THE THEORY OF REASONED ACTION (2012–2023)

This article examines key factors influencing online purchase intentions in line with the theory of reasoned action (TRA), comparing their strength and nature over a decade. A two-wave study (2012 and 2023) on representative samples of Polish e-consumers (N=148 and N=637) employed survey research and a path analysis to investigate the relationships between attitude, subjective norm, satisfaction, shopping experience, and purchase intention. Findings confirm the enduring influence of attitude on intention, while the role of satisfaction weakened, and the importance of shopping experience increased. The subjective norm significantly shaped attitude and satisfaction but had only a weak direct effect on intention. The study’s main contribution lies in its longitudinal, methodologically consistent design, enabling robust comparisons over time. The results enhance understanding of the evolving dynamics of digital consumer behavior and inform marketing strategies by highlighting the need to focus on enhancing shopping experience and managing social influence rather than relying solely on transaction satisfaction.