The Roles of Demographics on the Perceptions of Electronic Commerce Adoption
Academy of Marketing Studies Journal. Vol. 14, No. 1, pp. 71-89, 2010
19 Pages Posted: 15 Nov 2015 Last revised: 18 Dec 2017
Date Written: October 13, 2010
This article examines the effects of demographic factors on the linkages between perceptions of information technology and electronic commerce adoption. Many firms are moving to create virtual marketplaces as their primary points of consumer contact. In this environment, demographic factors such as gender, age, education, and income may play a role in adopting electronic commerce. Quantitative research is applied with data collected from Internet users in South Korea. The data is analyzed using factor analysis, multivariate analysis of variance, and regression analysis methods. The findings suggest that the effects of demographic factors have moderated in information technology use; the respondents demonstrate positive attitudes toward the benefits of electronic commerce and its adoption regardless of gender, age, education and income levels. Based on the results, important managerial implications are discussed.
Keywords: information technology, electronic commerce, digital divide, demographic factors, gender, age, perceived benefits, technology adoption, marketing strategy.
Suggested Citation: Suggested Citation