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The questionnaire included measures of the five innovation characteristics of the Internet as a shopping medium, consumers’ Internet self-efficacy, and consumers’ current adoption behaviors and future adoption intentions. Perception of the innovation characteristics and consumer Internet self-efficacy were measured with 7-point agree–disagree Likert-type scales. Current adoption was measured via a 7-point response to the item, “Indicate how often in the past 6 months you have visited the Internet retailers you shop most to complete each of the following shopping activities.” Future adoption intentions were measured via a similar question regarding expected shopping activities over the next 6 months. The measure for perceived characteristics of Internet retailers was developed separately as part of this research study. Products were categorized as search or experience products. Apparel/clothing and shoes/accessory were classified as experience goods in the Internet shopping environment, whereas books, airline tickets, and consumer electronics were classified as search goods. Respondents were asked to indicate their frequency of purchasing each product in the previous 6 months.
Data analysis starts with descriptive analysis. Respondents are profiled by their demographics, Internet usage, and online shopping behavior. Then the instrument was examined to establish or confirm the construct factor structure and to assess the reliability of the scales.