This paper is concerned with the identification of determinants that influence the use ofbusiness-to-consumer electronic markets. Since the widespread adoption of the Internet, these electronic markets are now commonplace and it becomesincreasingly relevant to identify the factors that influence their usage. This paper first reviews the literature on this topic and addresses thetheoretical constructs developed so far. Specifically, we acknowledge that current theories have enjoyed little empirical support, and possess limitedexplanatory power. We then proceed by introducing a revised model based on two theories: the theory of planned behaviour and innovation diffusiontheory. Both theories are well established and attempt to explain adoption intention and use of information systems in general. We apply theseconstructs to electronic markets usage and explain why empirical support of earlier propositions has been weak and inconclusive. We conclude byassessing the implications of this revised theory for further empirical research.