Rural Consumers' Attitudes toward the Internet for Information Search and Product Purchase

Rogers's innovation diffusion theory guided this research on rural consumers' attitudes toward using the Internet for product information search and purchase of consumer products. The purpose of the study was to examine the effects of hands‐on trial of retail Web sites on attitudes toward Internet shopping. The sample included 258 rural consumers who had not previously used the Internet to make a product purchase. Demographic variables were related to consumers' use of and attitudes toward electronic technology. The hands‐on trial resulted in positive changes in attitudes toward the Internet. Rogers's theory was partially supported in that it explained self‐perceived likelihood of adoption of the Internet for information search and product purchase.