From Internet Use to Internet Adoption : is General Innovativeness Enough?

Abstract

The projected sales potential for Internet commerce (Shi and Salesky 1994) indicates that marketers should understand those consumer characteristics that will influence consumer adoption of this shopping medium. The future commercial success of this medium depends in part upon whether current users of the Internet (e.g., those who access infonnation or communicate electronically) also use this medium for product purchase. Consumer innovativeness could presumably help marketers identify early adopters of their products.