The purpose of this study is to understand how general innovativeness is related to Internet apparel shopping based on Rogers' innovation decision process. Due to the newness of Internet apparel shopping, consumers' general innovativeness may influence the adoption of Internet apparel shopping among young consumers. Using a convenience sample of 178 students in different majors at a large US university, this study examined the influence of general innovativeness on Internet apparel shopping. The results show that general innovativeness is related to Internet usage for information search, but not to actual purchase. Also, students' gender is related to general innovativeness. Female students are more likely to use the Internet for information search for apparel products than male students.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Aug 1, 2004
Keywords: Internet; Shopping; Consumer behaviour
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