Internet adoption as a two-stage transition: converting internet non-users to internet users and to online buyers

Subroto Roy and Sanjoy Ghose

Identifying the Internet Non-User (INU), Internet User (IU) and Online Buyer (OB) is important for marketers to enable appropriate target marketing, distribution, advertising and customer service.
  

Internet Adoption as a Two-Stage Transition: Converting Internet Non-Users to Internet Users and to Online Buyers

Subroto Roy University of New Haven

Sanjoy Ghose University of Wisconsin, Milwaukee

INTRODUCTION

There is substantial research on the determinants of adoptive behaviour in the marketing literature. These include theoretical papers that explain the reasons why consumers may or may not try new products. These works give us an indication of the categories of typical determinants of adoptive behaviour. Empirical researchers have also drawn from these theoretical findings to investigate adoptive behaviour in specific categories of new products. For example,...

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