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This research confirms my categorization of e-commerce adopters: steadfast visitors and steadfast purchasers. In addition, this research found that online trust is a significant determinant of online buyers, which is consistent with my findings that perceived risk drives online shoppers to do cross-shopping (i.e., obtaining information online but purchasing products offline).
The third study I highlight is research conducted by Fiore, Jin, and Kim (2005). Their study addressed the role of enjoyment in increasing sales and profitability. In my research, I conclude that enjoyable experiences will have consumers coming back to online shopping, and if an Internet retailer can create more fun for online shoppers over its competitors, it can develop competitive advantages. In fact, it has been realized that technology and consumers’ hedonistic motivation of seeking fun and experience together have made “social shopping” a new trend in the virtual marketspace (Tedeschi, 2006) and may drive more evolution or revaluation in e-commerce.
The ongoing interest in e-commerce adoption by consumers shows that online marketing, e-retailing, and online shopping behaviors are important areas of study. I hope that researchers will find this study helpful in their own investigations. Consistent with Cambria Press publishing policies, this work has complete documentation and methodology so that future scholars can build on this work. However, I also provide a concise executive summary for managers who wish to have a quick overview of the complete work and its findings.