Consumer Adoption Intentions Toward the Internet in China: The Effects of Impersonal and Interpersonal Communication Channels
Spears School of Business, Oklahoma State University
College of Business Administration, Northeastern University
City University of Hong Kong and Wuhan University
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 Fact Book, 2006 and 2007). However, world online population increased only 12.77 percent, from 1.08 billion to 1.22 billion. With the increasing growth of Internet advertising revenues, advertisers also expect faster growth of the online population through increased Internet adoption. To this end, AOL spent $3 billion in advertising to increase consumer intentions to adopt Internet service at home (Elkin, 2002) despite advertisers’ and researchers’ limited understanding of factors that influence consumer Internet-adoption decisions.