| This study examined the individual characteristics of Internet shoppers and the factors that influence Internet purchasing behavior. The purpose of this study was to investigate the relationships between: (a) Internet users' frequency of Internet shopping; (b) Internet non-purchasers' intentions to do Internet shopping; and (c) Internet purchasers' intentions to do Internet shopping, and Internet users' attitudes, motivations, Internet usage, and demographic characteristics. In addition, this study investigated differences between: (a) Internet purchasers and Internet non-purchasers; (b) Internet light, medium, and heavy purchasers; and (c) Internet apparel purchasers, browsers, and Internet users' attitudes, Internet usage, and demographic characteristics. Data were obtained from an Internet survey conducted by the Graphic, Visualization, & Usability (GVU) Center from Georgia Institute of Technology. Internet shopping 1 and 2 datasets were downloaded from the Web and were merged into one data file based on subject ID number. One-thousand-fifty-five Internet users comprised the final sample for this study. The Statistical Package for the Social Sciences was used to analyze the data. Multiple regression analyses, multivariate analyses of variance, and univariate analyses with Scheffe's tests were used. Internet purchasers' attitudes (relative advantage, safety, customer service), Internet browsing frequency, and income and educational level were all significant factors predicting Internet purchasers' Internet purchasing frequency. Internet purchasers' attitudes (relative advantage, safety, prestige), browsing frequency and sex were significant factors in predicting intentions to increase their purchasing frequency in the near future. Internet non-purchasers' attitudes (relative advantages, safety, ease of Internet shopping) were significant factors in predicting their intentions to make Internet purchases in the near future. In general, Internet users' attitudes about Internet shopping was the best predictor of Internet purchasing frequency, as well as intentions to make Internet purchases in the future. Internet purchasers were significantly different from Internet non-purchasers in terms of their attitudes, Internet usage, and demographic characteristics. Heavy Internet purchasers were significantly different from medium or light purchasers in terms of their attitudes, shopping motivations, Internet usage, and demographic characteristics. Apparel Internet purchasers were significantly different from Internet non-purchasers in terms of their attitudes, Internet usage, sex, and income. |