Emergence of the new digital consumer: a study towards the online purchasing intention of Mauritian consumers.1. IntroductionThe introduction of Web 2.0 by Darcy DiNucci in the early 20th century, with its popularization by Tim O'Reilly in late 2004, expanded the way in which traditional consumers were involved in decision-making regarding intent to purchase (Al Quintana, 2012). . Today's consumers are more connected than ever, with broader access and deeper engagement with web content due to the proliferation of digital devices and platforms (Nielsen, 2013). According to Duncan, Hazan, and Roche (2013), traditional consumer behavior is rapidly changing, with “digital” activities expanding rapidly across the board, giving rise to the new era of digital consumers or iConsumers. However, it refers to consumer-controlled interactions or cross-platform usage, i.e. the way consumers now access information via their tablets, phablets and smartphones rather than on printed paper. Content that was once driven only by impactful advertisements on television, in magazines, or even word of mouth can now be searched for and delivered to consumers through their multiple connected devices (Nielsen, 2014). Hanuman and Hok Yin (2004) argued that the advantage of the Internet as a strategic tool has been a major catalyst for boosting Internet retailing since the 1990s (Ecommerce Land, 2004). It can be observed that using the Internet for shopping is becoming a positive trend for digital consumers, as using the Internet has become more comfortable than conventional shopping, a faster decision-making process allowing the best offer available without physically being in store. Today, almost all retailers are...... middle of paper......, the Technology Adoption Model (TAM) was developed by Davis (1986) and is specifically aimed at explaining computer usage behavior. TAM uses the TRA as a theoretical basis model and involves two main predictors: perceived ease of use (PEOU) and perceived usefulness (PU) and the dependent variable behavioral intention (BI), which TRA hypothesized to be closely related to the actual behavior. The adoption of the system is therefore a response which. can be explained or predicted by user motivation, which, in turn, is directly influenced by an external stimulus consisting of the actual characteristics and capabilities of the system (Mohammad Chuttur, 2009). It is expected that by 2015, more than $100 billion worth of goods and services will be sold. be purchased via a smartphone or tablet. Purchase on the Internet in Mauritius, look at the statistics, Vanisha articles (last paragraph after Internet in Mauritius)