The Influence of Subjective Norm in Discriminating Online Shopper Innovativeness in Malaysia

摘要

Studies concerned with consumer innovation about products and service purchased through the Internet are scanty. This paper attempts to fill the vacuum to certain extent. The paper examines some of the attributes of Subjective Norm construct, which contribute to the discrimination among five groups of online shopper innovativeness. A structured questionnaire was used to gather information from 554 respondents. The results of Multiple Discriminate Analysis reveals that the support and encouragement by friends to purchase products through the Internet is the most important attribute in discriminating among five categories of online shopper innovativeness (Innovators, Early adopters, Early Majority, Late Majority, and Laggards). Findings from this study will greatly helpful to the online marketers to devise their online marketing strategy and to gain insights into what discriminates online shopping consumers from other consumers.