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.
International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.302 - 327
Published online: 30 Jun 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article