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csu1247597756.pdf (1.41 MB)
ETD Abstract Container
Abstract Header
Innovativeness and Online Shopping Adoption
Author Info
Hodges, Blake Edward
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=csu1247597756
Abstract Details
Year and Degree
2009, Master of Arts in Psychology, Cleveland State University, College of Science.
Abstract
This study was designed to examine the role of innovativeness in online shopping. Innovativeness is one of the more widely studied phenomena in the domain of consumer research and is said to play a prominent role in the adoption of new products (Im, Bayus & Mason, 2003, Midgley & Dowling, 1978). However, issues regarding the validity of the innovativeness construct as well as its scales still remain. Using responses from an online survey given in the United States regarding online shopping habits, the effectiveness and validity of two innovativeness scales were examined both alone as well as in larger models which incorporate other variables. Direct relationships were examined with simple correlation, while the role of the types of innovativeness with other variables was tested using regression. Finally, complete models were tested using structural equation modeling. Results indicate that when used alone, the innovativeness scales are significantly related to the adoption of online shopping. However, it was found that the Doman Specific Innovativeness scale (DSI) as a predictor becomes ineffective in predicting online purchase frequency when used in a model which incorporates a measure of purchase intention. However, this effect was not seen for a new scale, the General Shopping Innovativeness scale (GSI). Results of this study will allow researchers to better understand and measure the innovativeness construct as well as increase marketers understanding of when and why people are likely to adopt innovations.
Committee
Brian Blake, PhD (Committee Chair)
Kimberly Neuendorf, PhD (Committee Member)
Ernest Park, PhD (Committee Member)
Pages
174 p.
Subject Headings
Marketing
;
Psychology
Keywords
innovativeness
;
online shopping
;
online shopping adoption
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Citations
Hodges, B. E. (2009).
Innovativeness and Online Shopping Adoption
[Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1247597756
APA Style (7th edition)
Hodges, Blake.
Innovativeness and Online Shopping Adoption.
2009. Cleveland State University, Master's thesis.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=csu1247597756.
MLA Style (8th edition)
Hodges, Blake. "Innovativeness and Online Shopping Adoption." Master's thesis, Cleveland State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=csu1247597756
Chicago Manual of Style (17th edition)
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Document number:
csu1247597756
Download Count:
1,312
Copyright Info
© 2009, all rights reserved.
This open access ETD is published by Cleveland State University and OhioLINK.