Norazah Mohd Suki, and Mohd Ismail Ahmad, and Venu Thyagarajan, (2007) The Influence of Friends, Family and Media in Classifying Online Shopper Innovativeness in Malaysia. European Journal of Social Sciences , 5 (1). pp. 136-143. ISSN 450-2267
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Studies concerned with studying consumers’ innovation about purchased products and services through the Internet are scanty. This paper attempts to fill up the vacuum to certain extent. The paper examines which attributes of Subjective Norm construct contribute to the discrimination among five groups of online shopper innovativeness. A structured questionnaire was used to gather information from 554 respondents. Results from Multiple Discriminant Analysis reveals that support and encouragement by friends to purchase products through the Internet is the most important attribute in discriminating among five categories of online shopper innovativeness (Innovators, Early adopters, Early Majority, Late Majority, and Laggards). Findings from this study would greatly help online marketers with their online marketing strategy in gaining insights into what discriminates online shopping consumers from other consumers.
|Uncontrolled Keywords:||Innovativeness, Online Shopping, Subjective Norm, Malaysia|
|Subjects:||H Social Sciences > HF Commerce|
|Deposited By:||IR Admin|
|Deposited On:||27 Aug 2013 11:30|
|Last Modified:||30 Dec 2014 15:39|
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