There are 3 models of voting outlined by Harrop and Miller in their book Elections and Voters: sociological theory, psychological theory (party identification) and rational choice (pragmatist voting).
The sociological model focuses on electoral behaviour that can be explained by social properties including social background, education, age, gender.
Psychological model or party identification is a concept which refers to an individuals sense of self, identification with another group without any questioning of the choice during the process.
Finally, Rational Choice is based on assumption that citizens act rationally and aim to maximise utilities by conducting cost-benefit assessments.
From a personal perspective, online voting could appeal to voters by the means of rational choice, as it saves the voter from the costs that traditional voting brings.