E-Shopping and Customer Innovation

Abstract

The objective of this paper is to examine the role of ecommerce in shopping. In particular, we investigate the role of consumer innovativeness in the determination of online shopping. Our survey of 125 respondents in India reveals that individuals with higher levels of Internet usage and those who score high on (a) open-processing innovativeness and (b) domain-specific innovativeness are more likely to adopt the Internet for shopping. Domain-specific innovativeness was found to have the biggest impact (b=0.61), followed by Internet usage (b=0.17) and open-processing innovativeness (b=0.06). Since both open- processing innovativeness and domainspecific innovativeness have positive effects on consumer adoption of online shopping, marketers of products on the Internet may want to develop the means by which they can nurture both general innovativeness and Internet-related innovativeness among consumers.