The diffusion of online shopping: online shoppers and the Computer Competence Index
by Scott M. Smith, Chad R. Allred, William R. Swinyard
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 4, 2008

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.

Online publication date: Mon, 30-Jun-2008

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