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Rural Ohio Consumers' Internet Apparel Shopping: Innovativeness, Perceptions, and Demographic Characteristics

Ha, Young
http://rave.ohiolink.edu/etdc/view?acc_num=osu1380541737

Abstract Details

2002, Master of Science, Ohio State University, Human Ecology.
Based on the innovation decision-making process described by Rogers' (1995) diffusion of innovation theory, the present study examined: 1) the relationships between Internet shopping behavior and personal characteristics such as level of income and education among rural Ohio consumers; 2) the relationships between general innovativeness and Internet shopping behavior among rural Ohio consumers; 3) the relationship between perceptions of the Internet and Internet shopping and general innovativeness among rural Ohio consumers; and 4) the relationship between perceptions of the Internet and Internet shopping and Internet shopping behavior among rural Ohio consumers. A mailed questionnaire was used to assess Internet shopping behavior of rural Ohio consumers. A random sample of households in rural Ohio non-SMSA areas was purchased from a sampling firm. Of the 735 questionnaires that were distributed, a total of 225 questionnaires were returned. One hundred seventy two questionnaires were usable for data analysis. Using descriptive statistics, factor analysis, simple regression analysis, multiple regression analysis, and multivariate analysis of variance, the present research showed: 1) a positive relationship between general innovativeness and frequency of Internet clothing purchasing among rural Ohio consumers; 2) a positive relationship between perceptions of the Internet and Internet shopping—'trialability and convenience of the Internet' and 'compatibility and transaction security of Internet shopping'—and general innovativeness among rural Ohio consumers; 3) a positive relationship between perceptions of the Internet and Internet shopping—'trialability and convenience of the Internet'—and the amount of money spent on Internet shopping among rural Ohio consumers; 4) a positive relationship between perceptions of the Internet and Internet shopping— 'compatibility and transaction security of Internet shopping'—and frequency of Internet clothing purchasing among rural Ohio consumers. The present study is valuable for investigating rural consumers' Internet shopping behavior regarding both general Internet purchasing and Internet clothing purchasing. The results of the present study show differences between consumers' general spending on Internet shopping and consumers' clothing purchasing via the Internet. This provides important implications for both general Internet marketers and Internet clothing marketers. In addition, based on the innovation decision-making process described by Rogers' (1995) diffusion of innovation theory, the present study better explains rural consumers' Internet shopping behavior related to general innovativeness and perceptions of Internet shopping.
Sharron J. Lennon, Dr. (Advisor)
150 p.
Textile Research

Recommended Citations

Citations

  • Ha, Y. (2002). Rural Ohio Consumers' Internet Apparel Shopping: Innovativeness, Perceptions, and Demographic Characteristics [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1380541737

    APA Style (7th edition)

  • Ha, Young. Rural Ohio Consumers' Internet Apparel Shopping: Innovativeness, Perceptions, and Demographic Characteristics . 2002. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1380541737.

    MLA Style (8th edition)

  • Ha, Young. "Rural Ohio Consumers' Internet Apparel Shopping: Innovativeness, Perceptions, and Demographic Characteristics ." Master's thesis, Ohio State University, 2002. http://rave.ohiolink.edu/etdc/view?acc_num=osu1380541737

    Chicago Manual of Style (17th edition)

osu1380541737
237
© 2002, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.