This study applies Tauber’s personal and social motives, as representative of Sheth’s non‐functional motives for shopping, to Internet shoppers. Two studies are conducted; in the first a sample of current online shoppers is surveyed on how well Tauber’s motives describe their motivation for Internet shopping. Projective technique is used in the second study, in which a group of consumers are asked to discuss how the motives may impact on online shoppers, as a means of explaining how the motives apply in the Internet setting. Results suggest that Tauber’s non‐functional motives can be adapted to the twenty‐first century mode of shopping. This leads to some strong implications for researchers and practitioners who so far have concentrated on the functional aspects of Internet shopping with respect to gaining shopping market share.