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Examination of women's attitudes tow...

Harden, Amy J.

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Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase./
作者:	Harden, Amy J.
面頁冊數:	217 p.
附註:	Co-Advisers: Sharron J. Lennon; Gwendolyn S. O'Neal.
Contained By:	Dissertation Abstracts International53-11B.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9307768

Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase.
Harden, Amy J.

Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase. - 217 p.

Co-Advisers: Sharron J. Lennon; Gwendolyn S. O'Neal.

Thesis (Ph.D.)--The Ohio State University, 1992.

The purpose of this descriptive study was to investigate consumers' attitudes regarding the use of electronic on-line in-home shopping methods for apparel information search or purchase. It was anticipated that potential explanations might be identified as to why the adoption rate for this method of shopping has not been as rapid as predicted by marketers, or why this method was not used to the extent that other in-home shopping methods were used. In order to investigate the adoption process of electronic on-line in-home shopping methods, the diffusion theory (Rogers, 1983) was used. This theory has been used in the past to study how an innovation, such as electronic on-line in-home shopping, diffuses throughout a social system over a period of time. Therefore, in this study, consumers' attitudes toward this shopping method were examined in connection with the elements of the diffusion theory.Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase.
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245 1 0 $a Examination of women's attitudes toward electronic on-line in-home shopping for apparel information search and purchase.
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500 $a Co-Advisers: Sharron J. Lennon; Gwendolyn S. O'Neal.
500 $a Source: Dissertation Abstracts International, Volume: 53-11, Section: B, page: 5674.
502 $a Thesis (Ph.D.)--The Ohio State University, 1992.
520 $a The purpose of this descriptive study was to investigate consumers' attitudes regarding the use of electronic on-line in-home shopping methods for apparel information search or purchase. It was anticipated that potential explanations might be identified as to why the adoption rate for this method of shopping has not been as rapid as predicted by marketers, or why this method was not used to the extent that other in-home shopping methods were used. In order to investigate the adoption process of electronic on-line in-home shopping methods, the diffusion theory (Rogers, 1983) was used. This theory has been used in the past to study how an innovation, such as electronic on-line in-home shopping, diffuses throughout a social system over a period of time. Therefore, in this study, consumers' attitudes toward this shopping method were examined in connection with the elements of the diffusion theory.
520 $a Five focus group interviews were conducted in order to examine consumers' attitudes toward electronic shopping methods. The use of focus groups provided an opportunity for consumers to express their thoughts in an open process rather than conforming to preselected choices as in some survey research. Therefore, a realistic view of situations and experiences could be expressed.
520 $a The results of this study demonstrated that the diffusion theory may be used as a framework for determining potential explanations as to why electronic on-line in-home shopping has not been widely accepted. Participants were generally unaware of and lacked previous knowledge of electronic shopping methods and expressed the attitude that their behavior would need to be substantially adjusted in order to use this method. In addition, interaction with reference group members did not have an influence on participants' attitudes toward this shopping method. Participants also reported that this method (a) appeared to have only one relative advantage, (b) was not compatible with their lifestyles, and (c) was complex to use. In addition, they reported having no opportunity for (d) trial, or (e) observation of this method. Therefore, based upon these results, the rate of diffusion of the innovation, electronic on-line in-home shopping, may be expected to be slow.
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