Innovativeness and variety of Internet shopping

Abstract

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.

Tailoring new websites to appeal to those most likely to shop online

“…In all four studies, the DSI was found to correlate positively with frequency of online shopping. Further, our earlier work (Blake et al, 2003) also found that the DSI was predictive of the range and variety of product/ service classes shopped. It appears, then, that domain specific innovators are especially likely to frequent new websites.…”

“…The impact of innovativeness (as measured by the DSI) upon the probability of shopping online is apparent even when one's experience with the Internet is controlled (Blake et al, 2003;Citrin et al, 2000;Goldsmith, 2001). However, the contribution to online shopping of Internet experience may be modest when DSI is controlled (Blake et al, 2003).…”

“…However, the contribution to online shopping of Internet experience may be modest when DSI is controlled (Blake et al, 2003). Goldsmith (2001), in fact, concludes that innovative attitudes may be more consequential than sheer usage of the Internet.…”

“…Blake et al, 2003;Citrin et al, 2000;Goldsmith, 2001;GVU, 1998;Horrigan, 2000) that those with more exposure to and longer experience with the Internet have a higher probability of shopping online. This generalization, however, may not pertain to the use of the Internet for games and other entertainments (Blake et al, 2003).…”

“…Of pertinence here, Goldsmith (2000Goldsmith ( , 2001, Citrin et al (2000), and Blake et al (2003) applied the DSI measure to online shopping. In all four studies, the DSI was found to correlate positively with frequency of online shopping.…”