Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers” “browsers” and “non-internet shoppers”

We empirically study and model how socio-demographic variables, attitudes and beliefs towards Internet shopping affect both the adoption decision and usage of the online shopping channel. Previous research on online shopping focuses on whether to adopt online shopping. This paper extends this research by delineating non-adopting individuals into non-browsing and browsing. Our results demonstrate that there is a fundamental behavioural difference between three forms of behaviour: that is, those that purchase online, those that browse online but then purchase in-store and those that do not shop online at all.