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The effect of consumers’ innovation perception on internet usage behaviors

Eun-Mi Lee (School of Business Administration, Izmir University of Economics, Izmir, Turkey)
Serdal Temel (Innovation and Entrepreneurship Department, Ege University Science and Technology Center, Izmir, Turkey)
Cevahir Uzkurt (Ministry of Science, Industry and Technology, Ankara, Turkey)

International Journal of Innovation Science

ISSN: 1757-2223

Article publication date: 6 June 2016

Abstract

Purpose

Internet shopping is becoming more prevalent and popular in Turkey, one of the fastest growing e-commerce markets in Eastern Europe. The growth of internet usage has focused academic attention on the factors that drive the adoption of internet shopping. The purpose of this study is to investigate how opinion leadership and open processing innovativeness influence internet shopping behavior through the mediating variable of domain-specific innovativeness.

Design/methodology/approach

The data for this study were collected via face-to-face contact with consumers in Eskisehir. A total of 275 usable responses were obtained.

Findings

The results reveal that opinion leadership induces positive internet shopping behavior through domain-specific innovativeness, whereas open processing innovativeness has no significant impact.

Originality/value

The study makes an important contribution by offering theoretical and managerial implications for internet marketers.

Keywords

Citation

Lee, E.-M., Temel, S. and Uzkurt, C. (2016), "The effect of consumers’ innovation perception on internet usage behaviors", International Journal of Innovation Science, Vol. 8 No. 2, pp. 100-112. https://doi.org/10.1108/IJIS-06-2016-007

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited