Modeling Consumer Adoption of the Internet as a Shopping Medium: An Integrated Perspective

by Chuanlan Liu

Table of Contents

List of Figures

List of Tables

Foreword

Preface

Acknowledgments

Executive Summary

Chapter 1: Introduction


Research Rationale

Purpose

Conceptual Framework

Research Questions and Objectives


Chapter 2: Research Framework and Hypotheses

Consumer Decision Making and the Online Shopping Process

Consumer Decision-Making Process

The Role of the Internet in Consumers’ Decision-Making Process

Theoretical Framework

Innovation Diffusion

Innovation Adoption

Consumer Adoption and Diffusion

Research Framework

Adoption of the Internet as a Shopping Medium

Adopters/Internet Shoppers

Perceived Innovation Characteristics

Consumers’ Characteristics

Consumer Internet Self-Efficacy

Perceived Characteristics of Internet Retailers

Relationships Among Perceived Characteristics of Internet Retailers, Consumers’ Internet Self-Efficacy, and Perceived Innovation Characteristics

Product Category as a Moderating Factor

Research Hypotheses


Chapter 3: Methodology

Procedure and Sample

Questionnaire

Pretesting

Sampling and Sample

Survey Administration Instrument

Consumers’ Adoption of the Internet as a Shopping Medium

Perceived Innovation Characteristics of the Internet as a Shopping Medium

Consumer Internet Self-Efficacy

Perceived Characteristics of Internet Retailers

Categorizing Products

Data Analysis Procedure


Chapter 4: Results and Discussion

Characteristics of the Respondents

Demographic Profile

Internet Usage

Shopping Behavior Profile

Measurement Assessment

Exploratory Factor Analysis

Confirmatory Factor Analysis

Instrument Validity and Reliability

Model Development and Hypotheses Testing

Model Development

Testing Hypothesized Direct and Indirect Relationships

Testing Moderating Effect of Product Category

Profiling Adopters

Adopter Segments

Difference Between Steadfast Visitors and Steadfast Purchasers


Chapter 5: Conclusions, Implications, and Recommendations

Summary and Conclusions

Implications

Theoretical Implications

Practical Implications

Empirical Implications

Study Limitations

Recommendations for Future Research


Appendices

References

Index


 

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