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- 1.To profile consumers’ adoption of the Internet as a shopping medium in terms of (a) the decision-making steps completed online and (b) current versus future intention to shop online
- 2.To examine the dimensionality of perceived innovation characteristics and the effect of consumers’ perception of innovation characteristics in explaining current adoption behaviors and determining future behavioral intention
- 3.To examine the effect of consumer’s Internet self-efficacy in explaining current adoption behavior and determining future behavioral intentions
- 4.To examine whether the perceptions of innovation characteristics and consumers’ Internet self-efficacy differ across the four shopper categories (steadfast visitors, latent purchasers, dropout purchasers, and steadfast purchasers).
Methodology
A web-based survey was developed to collect data. A commercial online survey service provider, with a panel of 2.5 million members, administered the research instrument to a national sample of Internet users. Stratified sampling, based on gender and age of Internet shoppers, was used to generate a sample representing general Internet shopper demographics. Fifteen hundred online consumers were invited by e-mail to complete the survey. A total of 789 responses were received, representing a response rate of 52.6%. After eliminating incomplete and duplicate responses, 598 valid responses remained for inclusion in this research.