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 journalArticlepeer-review

35 Citations (Scopus)

Abstract

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
Volume13
Issue number3
DOIs
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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