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

by Chuanlan Liu


"Setting it apart from other innovation adoption research, this study defines adoption of the Internet for shopping as using the Internet to complete one or more steps of the consumer decision-making process and conceptualizes the adoption process with respect to two dimensions: (a) the steps of decision making completed through the Internet and (b) the shopper’s intention to continue completing these decision-making steps through the Internet in the future. This approach captures both the multidimensional nature and the dynamic feature of adoption of the Internet for shopping, leading to a better understanding of the extent to which consumers will adopt this shopping medium and whether online consumers are likely to continue to use the Internet as a shopping medium..." - Sandra Forsythe, Wrangler Professor, Department of Consumer Affairs, Auburn University


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