Influence of online shopping information dependency and innovativeness on internet shopping adoption

Purpose – The paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.Design/methodology/approach – The impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.Findings – Data analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are fulfilled. Online shopping information dependency can be increased with interfaces that are easier to use, but only if perceived usefulness remains high. Consumer innovativeness positively influences internet exposure and the ease‐of‐use perception of the shopping medium, referred to throughout this paper as “sh...

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