Internet Shopping
Adoption of Internet shopping: the role of consumer innovativeness The Internet represents an extremely efficient medium for accessing, organizing, and communicating information. ... Although the emergence, for example, of the World Wide Web (WWW) appears to have significant potential for business and marketing, it is not clear if mere usage of the Internet and WWW by consumers leads (as many organizations hope) - to the commercial use of the Internet by these same individuals. The present research examines this issue in detail by investigating why some consumers who are users of the Internet are more likely to use this new medium for shopping than other users. Specifically, this research views the Internet and Internet shopping as an innovation and investigates the moderating role of innovativeness in the relationship between general Internet usage and Internet shopping. Since, the success or failure of the Internet as a retail channel depends on whether the consumers use it to purchase products/services, it is important for marketers to identify the conditions under which Internet users also use this medium for shopping.