Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping

The success of the online shopping channel depends more on post-adoption use of the channel for purchasing an increasingly a wide range of products than on initial decision to use the channel for shopping. This research intends to examine whether the early adopters of the online channel are more likely to buy wide range of products and more frequently than the late adopters. By applying the widely cited information system model, Theory of Acceptance and Use of Technology (UTAUT), this research not only examines the direct effects of perceived usefulness, enjoyment, product risk, and Internet usage at home and at work on post-adoption purchase intensity using a structural equation modeling approach, but also the moderating effects of adoption duration to compare hypothesized relationships across groups of early and late adopters. Results showed factor effects on predicting purchase intensity are different across the groups of early and late adopters. Theoretical and practical implications are presented.