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

To answer these questions, this research examines consumer adoption of the Internet as a shopping medium within the context of the consumer decision-making process. The specific objectives of this study are as follows:

1.Provide a model to explain current online shopping behavior and predict consumers’ intentions to continue shopping on the Internet in the future.

2.Examine consumers’ perceptions of innovation characteristics of the Internet and the effect of these perceptions on their adoption of the Internet as a shopping medium.

3.Examine consumers’ perceptions of the Internet retailers’ characteristics and the effect of these perceptions on their adoption of the Internet as a shopping medium.

4.Examine the effect of consumers’ Internet self-efficacy on their adoption of the Internet as a shopping medium.

5.Examine the moderating effect of product category on consumers’ adoption of the Internet as a shopping medium.

6.Segment and profile Internet shoppers by their Internet shopping patterns with respect to the steps of the consumer decision-making process they completed through the Internet and their intentions to continue shopping through the Internet.