Modeling Consumer Adoption of the Internet as a Shopping Medium: ...

Third, perceived innovation characteristics, perceived characteristics of Internet retailers, consumer Internet self-efficacy, and product category have all been identified as factors influencing consumers’ adoption of the Internet as a shopping medium based on the innovation and consumer decision-making literature. Under the proposed framework, these factors are incorporated into a conceptual model and the impact of these factors is empirically tested. The impact of product category on consumers’ adoption of the Internet as a shopping medium is treated as a moderating effect.

Research Questions and Objectives

Based on the previous discussion, this research attempts to answer the following questions, which are directly related to consumers’ adoption of the Internet as a shopping medium.

1.To what extent have consumers adopted the Internet as a shopping medium in terms of the decision-making steps completed through the Internet?

2.What percentages of current adopters intend to continue adopting the Internet as a shopping medium?

3.How do perceived innovation characteristics, perceived characteristics of Internet retailers, and consumers’ Internet self-efficacy impact consumers’ current shopping behavior?

4.How do perceived innovation characteristics, perceived characteristics of Internet retailers, and consumers’ Internet self-efficacy impact consumers’ intention to continue shopping on the Internet?

5.Will adopter segments with different Internet shopping patterns differ with respect to perceptions of innovation characteristics, characteristics of Internet retailers, and Internet self-efficacy?

6.How does product category moderate consumers’ adoption of the Internet as a shopping medium?