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In addition, steadfast purchasers had higher self-efficacy scores than did steadfast visitors. These findings indicate that each online shopper’s shopping behavior has a specific pattern, and he or she sticks to their online shopping pattern.
The exploratory modeling of consumers’ adoption of the Internet as a shopping medium resulted in two robust models: one explaining current shopping behavior and the other predicting intention to continue shopping online. The results indicate that consumers’ perception of the Internet as a shopping medium is multidimensional. Consumers evaluate the Internet as a shopping medium in terms of relative advantage, enjoyment, and risk. Relative advantage is the most powerful factor in explaining consumers’ current online shopping behavior and predicting future shopping intentions. Besides an evaluation of the utilitarian benefits of the Internet as a shopping medium, consumers seek hedonic benefits. Perceived enjoyment of shopping online also plays a role in encouraging consumers’ current shopping behavior and future shopping intentions. Even though Internet shopping has now been available for several years, some online consumers still have concerns about the risk of shopping online, which inhibits their online purchasing.
The results showed that Internet retailers play an important role in consumers’ adoption of the Internet as a shopping medium. Product and information, customer service, and shopping incentives, the three dimensions of Internet retailers’ characteristics, are determinants of perceived innovation characteristics of the Internet as a shopping medium.