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The Relationship Between Innovativeness And Shopping Website Feature Preferences Across Product Classes, Eric Brandt
The Relationship Between Innovativeness And Shopping Website Feature Preferences Across Product Classes, Eric Brandt
ETD Archive
This study was developed to investigate the effects of innovativeness and Internet experience on preferences for shopping website features across different product classes. Consumer innovativeness is often studied as being a driver of the adoption of new products and services, including online shopping. Innovativeness and Internet experience are two widely studied characteristics of consumers that have been shown to predict various facets of online shopping behavior. However, there are many issues surrounding the utility and validity of various measures of innovativeness, not the least of which is that innovativeness has been conceptualized at multiple levels of abstraction. Beyond this, there …
Online Exploration: Browsing Behavior And Website Feature Preferences, Mackenzie Siren
Online Exploration: Browsing Behavior And Website Feature Preferences, Mackenzie Siren
ETD Archive
This exploratory study examines the novel variable of cross-category online browse range (the variety of product categories browsed online by a consumer) and its relationship to general website feature preferences. Utilizing data collected through an online survey, the results are based on a final sample of 313 respondents from the United States, 287 of whom were University students, and 26 of whom were contacts of the research team. The general nature of cross-category online browse range was examined using simple correlation, MANOVA, and ANOVA. Results indicate that the variable is normally distributed throughout the sample population and positively associated with …
Innovativeness And Online Shopping Adoption, Blake Edward Hodges
Innovativeness And Online Shopping Adoption, Blake Edward Hodges
ETD Archive
This study was designed to examine the role of innovativeness in online shopping. Innovativeness is one of the more widely studied phenomena in the domain of consumer research and is said to play a prominent role in the adoption of new products (Im, Bayus & Mason, 2003, Midgley & Dowling, 1978). However, issues regarding the validity of the innovativeness construct as well as its scales still remain. Using responses from an online survey given in the United States regarding online shopping habits, the effectiveness and validity of two innovativeness scales were examined both alone as well as in larger models …