Consumer Adoption Intentions Toward the Internet in China: The Effects of Impersonal and Interpersonal Communication Channels

With the increasing growth of Internet advertising revenues, it is important to understand what factors may have an impact on consumer intentions to adopt the Internet.

Consumer Adoption Intentions Toward the Internet in China: The Effects of Impersonal and Interpersonal Communication Channels

Yinghong (Susan) Wei and Gary L. Frankwick

Spears School of Business, Oklahoma State University

Tao (Tony) Gao

College of Business Administration, Northeastern University

Nan Zhou

City University of Hong Kong and Wuhan University

INTRODUCTION

The Internet is viewed as an innovation (Prescott, 1997) that impacts the structure and growth potential of national economies in terms of their overall output and employment (DePrince and Ford, 1999). From 2005 to 2006, Internet advertising revenue increased 35.2 percent, from $12.5 billion to $16.9 billion (Marketing...

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