Innovativeness and variety of Internet shopping

Innovativeness and variety of Internet shopping A survey of 208 US Midwestern Internet users reveals, first, that the nature of Internet dhopping (IS) is a function of consumers’ domain specific IS Innovativeness, not only in regard to product purchasing (as has been previously observed) but also to visiting sites for product information. Second, IS innovativeness is positively associated with the variety of product classes shopped online, and this association is stronger with popular than with unpopular product classes. Third, the impact of IS innovativeness is in addition to, and not simply a reflection of, the positive contribution to online shopping made by the prevalence of online shopping in one’s social setting. Fourth, when IS innovativeness is uncontrolled, apparent support is found for previous contentions that online shopping is greater among those with more extensive Internet experience. However, when IS innovativeness is considered, the predictive ability of Internet experience decreases, in some cases to nonsignificance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Innovativeness and variety of Internet shopping

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240310478187
Publisher site
See Article on Publisher Site

Abstract

A survey of 208 US Midwestern Internet users reveals, first, that the nature of Internet dhopping (IS) is a function of consumers’ domain specific IS Innovativeness, not only in regard to product purchasing (as has been previously observed) but also to visiting sites for product information. Second, IS innovativeness is positively associated with the variety of product classes shopped online, and this association is stronger with popular than with unpopular product classes. Third, the impact of IS innovativeness is in addition to, and not simply a reflection of, the positive contribution to online shopping made by the prevalence of online shopping in one’s social setting. Fourth, when IS innovativeness is uncontrolled, apparent support is found for previous contentions that online shopping is greater among those with more extensive Internet experience. However, when IS innovativeness is considered, the predictive ability of Internet experience decreases, in some cases to nonsignificance.

Journal

Internet ResearchEmerald Publishing

Published: Aug 1, 2003

Keywords: Electronic commerce; Internet; Shopping; Innovation; USA

References

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