Business Commons^™

Digital Divide And Purchase Intention: Why Demographic Psychology Matters, Syed H. Akhter

Marketing Faculty Research and Publications

The author examines the issue of digital divide from a demographic perspective. The influence of gender, age, education, and income on the likelihood to purchase over the Internet is empirically examined. Hypotheses are framed in the context of psychological correlates of the demographic variables. Findings show that these variables significantly influence the likelihood to purchase over the Internet and can be used to profile, segment, and target markets and develop public policies to bridge the digital divide.