Some papers are attached outlining the main motivations that lead consumers to purchase online. Some of the papers refer directly to 'brick and click' stores, and others to trust factors which may be relevant to 'brick and click business models':

http://www.sciencedirect.com/science/article/pii/S2340154013700033

http://www.tandfonline.com/doi/full/10.1080/10466690802477418

Dear maybe you want to check this link 

https://www.google.iq/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwifpdiWw8jVAhWBnxQKHWj_A88QFggpMAA&url=https%3A%2F%2Fwww.ijser.org%2Fresearchpaper%2FDeterminants-of-Customers-Acceptance-of-Electronic-Payment.pdf&usg=AFQjCNF0dTePzoVmOUKSejWN9BZmbOJDIA

You can find the papers in regard to consumers' motivation here: here: https://www.researchgate.net/profile/P_C_Lai

Enjoy! :) 

Hi, Biranchi:

Perhaps one may find that the motivation could be convenience [online] and self-service [offline] advantages!

A recent research study (Campo, & Breugelmans, 2015).argued that the large majority of online grocery shoppers are multi-channel shoppers who keep visiting offline grocery stores to combine convenience advantages of online shopping with self-service advantages of offline stores. An important retail management question, therefore, is how these consumers divide grocery purchases across the retailer's online and offline channel?

The authors provide a comprehensive analysis of the impact of category characteristics on the allocation pattern of multi-channel grocery shoppers and find that category allocation decisions are affected not only by marketing mix differences between the online and offline channel, but also by intrinsic category characteristics like perceived purchase risk and shopping convenience. In addition, the authors examined the effect of online buying experience.

In line with expectations, the authors find that it can affect allocation patterns in different ways: (i) it attenuates the perceived risk of buying sensory categories online, thereby reducing differences in online category share, (ii) it reinforces marketing mix (assortment) effects, thereby making online category share differences more pronounced, and (iii) it has no effect for factors such as promotions that are easy to evaluate without experience, thereby leaving the online category share stable. In addition to different experience effects across allocation factors, the study observed variations in experience effects across consumer segments!

• Campo, K., & Breugelmans, E. (2015). Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience. Journal Of Interactive Marketing (Mergent, Inc.), 3163-78. 

Hope this helps!

Kind Regards, Nadeem