A Study of the Expected Adoption of Online Shopping—The Case of Hong Kong
Journal of International Consumer MarketingPublished 1 March 2001
Noel Yee‐Man Siu, May M Cheng
Citations54
SJR quartileQ2
SJR score0.78
SNIP1.14
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Abstract
Abstract The study focuses on an examination of the personal characteristics of the potential early adopters and an identification of crucial perceived innovation attributes for online shopping, using Hong Kong as a case study. Results indicate that the economic gains, availability, compatibility, security risk, monthly income, opinion leadership on technological product, attitudes towards technological development as well as venturesomeness are the key factors in classifying potential adopters. Managerial implications are discussed and recommendations are offered that help marketers in segmentation, promotion and product design.
Keywords
Social SciencesDecision SciencesBusiness, Management and Accounting
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