The Effect of Consumers' Innovation Perception on Internet Usage Behaviors

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.