A study of the expected adoption of online shopping-the case of Hong Kong

Noel Y M SIU, May Mei Shan Cheng*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    37 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)87-106
    Number of pages20
    JournalJournal of International Consumer Marketing
    Issue number3
    Publication statusPublished - 1 Mar 2001

    Scopus Subject Areas

    • Management Information Systems
    • Marketing

    User-Defined Keywords

    • Innovation adoption
    • Online shopping
    • Perceived innovation attributes
    • Personal characteristics


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