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

摘要

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. This study investigates the effects of impersonal and interpersonal communication channels on consumer intentions to adopt the Internet. Through a stratified random sampling approach, a survey of 3,754 consumers in China was conducted. The structural equation model results suggest that demographic characteristics (age, education, personal income, household income); impersonal communication channels/mass media use (newspapers/ magazines, television news); and personal communication channels (word of mouth, personal selling) influence consumer Internet adoption intentions at home.