Adoption of Internet shopping: the role of consumer innovativeness

Adoption of Internet shopping: the role of consumer innovativeness The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open-processing (more general innovativeness) and domain-specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non-shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain-specific but not general innovativeness. Implications for business practice and academic research are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

Adoption of Internet shopping: the role of consumer innovativeness

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-5577
DOI
10.1108/02635570010304806
Publisher site
See Article on Publisher Site

Abstract

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open-processing (more general innovativeness) and domain-specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non-shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain-specific but not general innovativeness. Implications for business practice and academic research are provided.

Journal

Industrial Management & Data SystemsEmerald Publishing

Published: Oct 1, 2000

Keywords: Consumer behaviour; Internet; Shopping

References

  • Measuring consumer innovativeness
    Goldsmith, R.E; Hofacker, C.F
  • Is there a future for retailing on the Internet?

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