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Consumers’ Adoption of Online Shopping
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Author(s): Yi Cai (California State University Northridge, USA)and Brenda J. Cude (University of Georgia, USA)
Copyright: 2012
Pages: 11
Source title:
Encyclopedia of Cyber Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany - SUNY, USA)
DOI: 10.4018/978-1-4666-0315-8.ch040
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Abstract
Online shopping is a broadly defined activity that includes searching for product information, buying products or services, and communicating with retailers and other consumers. It has been described as a “flow experience:” consumers’ goal-directed as well as experiential activities on the Internet. Four factors, namely consumer characteristics, consumer perceptions, e-tailer attributes, and product characteristics, have been identified as the determinants of consumers’ adoption of online shopping. Researchers have developed and applied several theories and models, such as diffusion of innovation, theory of reasoned action, theory of planned behavior, and technology acceptance model, to explain why and how consumers shop online.
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