Internet users' adoption of Web retailing: user and product dimensions
Focuses on examining consumer characteristics that influence Internet users to adopt the Web for purchase related behavior (retail usage). The key constructs examined in relation to actual adoption are attitudes and perceived usefulness. Also focuses on variables that impact Internet users' attitudes toward Web retailing, including Internet users' shopping orientation, perceived Web security, shopping innovativeness, satisfaction with Web sites, importance of inspecting products and price sensitivity. Data was gathered via a self-administered Web survey. A total of 392 completed surveys were obtained and the results indicate that such characteristics of consumers do influence attitudes towards using Web retailing. The results also indicate that attitude and perceived usefulness do predict adoption of the Web for retail usage. Finally, the results indicate that significant differences exist between adopters of Web retailing and non-adopters in the price significance, need to handle products and purchase likelihood when they cannot handle products purchased via retailing channels.
Journal of Product and Brand Management