The Adoption of Internet Shopping by Electronic Retail Consumers in Greece: Some Preliminary Findings
This paper aims at developing profiles of shoppers who are already users of the Internet and of consumers who are interested to adopt Internet shopping as an innovation. It offers some preliminary empirical findings on the characteristics and behaviour of the two groups. According to the theories and processes of consumer adoption decision and diffusion of innovation, demographic and behavioral characteristics, as well as perceptions and preferences of electronic retail consumers in Greece are measured. An analysis to indicate significant differences between the two groups is performed and findings are briefly discussed. The survey conducted offers empirical data based on which detailed profiles of Internet users ("innovators") and interested-to-adopt shoppers ("early adopters") are developed.
Adam Vrechopoulos, George Siomkos, Georgios Doukidis