Abstract: “Online shopping is becoming increasingly popular. In this paper, the term \"habit\" is used to describe the \"routine\", \"indispensable\" yet \"unspecific\" phenomenon of \"browsing online shops\" and is explained through a model established from the motivation perspective. Data are collected from online shop browsers. All hypotheses were tested using AMOS (Analysis of Moment Structures). Results show that hedonic motivations can better help form a habit than utilitarian motivations and can best enhance online purchase frequency. People with utilitarian motivations emphasize \"the importance of perceived information\" the most. The significance of this study and the generated practical suggestions are listed in the end of this paper.”

Keywords: utilitarian motivation, hedonic motivation, habit, purchase frequency, perceived information importance