The adoption and diffusion of in-home, online shopping has not fulfilled forecasts by videotex service providers and industry proponents. Based on the innovation-decision process in diffusion theory, and pertinent in-home shopping research, this study was designed to identify the intentions of adult, home personal computer (PC) users to adopt online, in-home shopping. To examine the characteristics of those indicating some intention to shop online in the future, four categories of variables were selected: socioeconomic/demographics; PC experience; in-home shopping experience; and shopping orientations. A mailed, random national survey of 1,300 adult PC users was conducted. Data from 354 surveys were analyzed using univariate and multivariate techniques, but the results offer little optimism for diffusion of online shopping in the near future. / On the 11-point scale (0-10) used to measure PC users' intentions to shop online, exactly 50% of the respondents reported "no chance" (0). An additional 39% indicated a low intention (1-5) and only 11% reported a high intention (6-10). Univariate analyses revealed that adult home PC users with some intention to shop online tend to be young (19-37) or pre-retirement age (56-64), affluent, accustomed to using a modem at home as well as several different software applications, and have had some experience with online services or bulletin boards other than shopping. They are also frequent in-home shoppers placing multiple orders per year via several different in-home methods. They are influenced by brands when shopping, and report either shared or more shopping responsibility than others in the household. / Variables that best discriminated between the intentions of PC users were: number of other in-home shopping methods used; age, income, number of children at home (fewer); location of residence (urban); modem use; and household shopping responsibility. Caution in the use of these results is advised due to low canonical correlations resulting from the two discriminant analyses that were performed. Less than 16% (eta$\sp2$) of the differences between the groups was explained by the discriminant functions. / Source: Dissertation Abstracts International, Volume: 53-03, Section: A, page: 0884. / Major Professor: Carol Avery. / Thesis (Ph.D.)--The Florida State University, 1992.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_76582 |
| Contributors | Dillard, Susan J., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 268 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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