Innovativeness and variety of Internet shopping
Innovativeness and variety of Internet shopping
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DOI：
10.1108/10662240310478187
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发表时间：
2003-08
期刊：
影响因子：
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通讯作者：
B. Blake;Kimberly A. Neuendorf;Colin M. Valdiserri
中科院分区：
文献类型：
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作者：
B. Blake;Kimberly A. Neuendorf;Colin M. Valdiserri
一项对208名美国中西部互联网用户的调查显示，首先，互联网购物（IS）的性质是消费者特定领域的IS创新性的函数，不仅在产品购买方面（如前所述），而且在访问网站获取产品信息方面。其次，IS的创新性与网上购物的产品类别的多样性正相关，并且这种关联与流行的产品类别比不流行的产品类别更强。第三，网络创新的影响是对网络购物的积极贡献的补充，而不是简单的反映，在一个人的社会环境中，网络购物的盛行对网络购物的积极贡献。第四，在创新不受控制的情况下，具有更广泛网络经验的人更容易进行网上购物，这一观点得到了明显的支持。然而，当考虑到互联网的创新性时，互联网体验的预测能力下降，在某些情况下不显著。
A survey of 208 US Midwestern Internet users reveals, first, that the nature of Internet dhopping (IS) is a function of consumers’ domain specific IS Innovativeness, not only in regard to product purchasing (as has been previously observed) but also to visiting sites for product information. Second, IS innovativeness is positively associated with the variety of product classes shopped online, and this association is stronger with popular than with unpopular product classes. Third, the impact of IS innovativeness is in addition to, and not simply a reflection of, the positive contribution to online shopping made by the prevalence of online shopping in one’s social setting. Fourth, when IS innovativeness is uncontrolled, apparent support is found for previous contentions that online shopping is greater among those with more extensive Internet experience. However, when IS innovativeness is considered, the predictive ability of Internet experience decreases, in some cases to nonsignificance.