The effect of consumers' innovation perception on internet usage behaviors


Lee E., TEMEL S. , UZKURT C.

INTERNATIONAL JOURNAL OF INNOVATION SCIENCE, vol.8, no.2, pp.100-112, 2016 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 8 Issue: 2
  • Publication Date: 2016
  • Doi Number: 10.1108/ijis-06-2016-007
  • Title of Journal : INTERNATIONAL JOURNAL OF INNOVATION SCIENCE
  • Page Numbers: pp.100-112
  • Keywords: Innovation, Turkey, Consumers, Internet marketing, Internet usage behaviors, Internet shopping, OPINION LEADERSHIP, ADOPTION

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.