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Examining the factors that influence the intentions to adopt internet shopping and cable television shopping in Taiwan

Institute of Communication Studies, National Chiao Tung University shuchu{at}cc.nctu.edu.tw

Using Rogers’ diffusion of innovation model, this study attempts to compare the adoption of internet shopping with that of cable television shopping in Taiwan. Rogers’ diffusion model has been criticized for its pro-innovation bias, and thus this study expects that the adoption of internet shopping will be consistent with the predictions of Rogers’ model, while the adoption of cable television shopping will not. A telephone survey with 1227 valid interviews was used to collect data for this study. As expected, most findings regarding internet shopping follow the predictions of this model. However, the diffusion process in relation to cable television shopping digresses from the path predicted by Rogers’ model. The detailed findings of the study are discussed in the article.

Key Words: cable television shopping • diffusion of innovation • innovativeness • internet shopping • lifestyles • technology adoption • technology clustering

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