Profiling potential adopters and non‐adopters of an interactive electronic shopping medium

Profiling potential adopters and non‐adopters of an interactive electronic shopping medium A mail survey was conducted to identify personal characteristics, shopping patterns, and attitudes of potential innovators and non‐adopters of an interactive electronic shopping innovation. Differences among all potential adopter groups were also examined. A national sample of 2,500 US cable television subscribers were surveyed. Results suggested that strongest predictors of potential innovator and non‐adopter group memberships were perceived characteristics of the interactive shopping innovation including relative advantage over other shopping formats and compatibility with lifestyles. Also important were consumers’ prior shopping experiences with other nonstore retailers. Among potential adopters (i.e., innovators, early adopters, and followers), similar characteristics were exhibited, differing only by intensity. Managerial implications are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Profiling potential adopters and non‐adopters of an interactive electronic shopping medium

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559910278560
Publisher site
See Article on Publisher Site

Abstract

A mail survey was conducted to identify personal characteristics, shopping patterns, and attitudes of potential innovators and non‐adopters of an interactive electronic shopping innovation. Differences among all potential adopter groups were also examined. A national sample of 2,500 US cable television subscribers were surveyed. Results suggested that strongest predictors of potential innovator and non‐adopter group memberships were perceived characteristics of the interactive shopping innovation including relative advantage over other shopping formats and compatibility with lifestyles. Also important were consumers’ prior shopping experiences with other nonstore retailers. Among potential adopters (i.e., innovators, early adopters, and followers), similar characteristics were exhibited, differing only by intensity. Managerial implications are discussed.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Aug 1, 1999

Keywords: Consumer behaviour; Retailing; Innovation; Shopping

References

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