The study focuses on an examination of the personal characteristics of the potential early adopters and an identification of crucial perceived innovation attributes for online shopping, using Hong Kong as a case study. Results indicate that the economic gains, availability, compatibility, security risk, monthly income, opinion leadership on technological product, attitudes towards technological development as well as venturesomeness are the key factors in classifying potential adopters. Managerial implications are discussed and recommendations are offered that help marketers in segmentation, promotion and product design.
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Siu et al. (2001) studied this question.
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