The impact of internet adoption upon the shopping behaviour of island residents

Despite numerous studies of on-line shopping behaviour, the impact that the internet has had upon island communities remains largely unexplored. This is despite previous research highlighting the difficulties island residents encounter when attempting to access goods and services. This qualitative, exploratory research study interviews individuals across three UK island groups and examines the extent to which on-line provision has reconfigured the purchasing behaviour of local residents. The findings confirm that internet usage is widespread and that a broad range of products are purchased on-line. However the paper maintains that these findings underplay the significance of e-retailing. The internet has had a much more profound impact upon island consumers and the benefits that are derived from on-line availability extend beyond the reconfiguration of shopping patterns. The findings illustrate that the benefits that have accrued from internet adoption have fundamentally transformed the lives of many individuals. It has acted as a liberating mechanism that has positively impacted upon domestic undertakings and socio-cultural activities.

► Internet usage is widespread and has significantly benefitted island residents.
► Many difficulties associated with island life have been overcome by e-commerce.
► On-line availability offers choice and convenience previously absent to islanders.
► E-commerce increases consumers bargaining leverage with local retailers.