"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

Chuanlan Liu is Assistant Professor at Louisiana State University in the Division of Textile Science, Apparel Design, and Merchandising. She holds a PhD from Auburn University and her research interests include consumer coping and consumption adjustment, consumer decision-making and shopping behavior in both traditional and online environments; clothing behavior and retail apparel merchandising; Internet and multi-channel retailing, and retail marketing strategies.

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