Emergence of the new digital consumer: a study towards the online purchase 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 mainstream consumers were involved in decision-making about purchase intention (Al Quintana, 2012) . Today's consumers are more connected than ever, with greater 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 growing rapidly in every sphere, giving rise to the new era of digital consumers or iConsumers. However, it refers to consumer-controlled interactions or cross-platform use, i.e. how consumers now access information through their tablets, phablets and smartphones rather than in print. Content that was once stimulated only by high-impact advertising on television, in magazines, or even word of mouth, can now be sourced and delivered to consumers across their multiple connected devices (Nielsen, 2014). Hanuman and Hok Yin (2004) argued that the advantage of the Internet as a strategic tool has been an important catalyst for stimulating Internet retailing since the 1990s (Ecommerce Land, 2004). It can be observed that using the Internet for shopping is becoming a positive trend towards digital consumers because the use of the Internet has become convenient compared to conventional shopping, faster decision making allows for the best available deal without physically being in the store . Today, almost all retailers are... halfway..., The Technology Adoption Model (TAM) was developed by Davis (1986) and is specifically designed to explain computer usage behavior. TAM uses TRA as a theoretical basis and involves two primary predictors: perceived ease of use (PEOU) and perceived usefulness (PU) and the dependent variable behavioral intention (BI), which TRA assumes to be closely linked to actual behavior . System adoption is therefore a response that can be explained or predicted by the user's 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, goods and services worth more than $100 billion will be available to purchase via smartphone or tablet. Shopping on the Internet in Mauritius, look at the statistics, articles on Vanisha (last paragraph after the Internet in Mauritius)