Title: The diffusion of online shopping: online shoppers and the Computer Competence Index

Authors: Scott M. Smith, Chad R. Allred, William R. Swinyard

Addresses: Marriott School of Management, Brigham Young University, Provo, UT 84602, USA. ' Marriott School of Management, Brigham Young University, Provo, UT 84602, USA. ' Marriott School of Management, Brigham Young University, Provo, UT 84602, USA

Abstract: This paper discusses online shopping in context of diffusion of innovation theory. It proposes that online shopping is a discontinuous innovation whose adoption rate is influenced by several of Rogers| (2004) diffusion deterrents. A new 12-item |Computer Competence Index| (CCI) is proposed and tested using data from an internet-administered US probability study of 1800 online users. EShoppers are profiled using a tertile split of the CCI. Each tertile|s demographics, computer activities, computer-oriented lifestyles, and online purchase activities are reported. Evidence is presented that concepts related to the diffusion of innovation may explain resistance in the growth of online shopping.

Keywords: diffusion of innovation theory; online shopping; computer competence index; CCI; lifestyles; internet shopping; web shopping; e-shopping.

DOI: 10.1504/IJIMA.2008.019151

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.302 - 327

Published online: 30 Jun 2008 *

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