Brian F. Blake
, Neuendorf, and Valdiserri (2003) have shown that domain-specific innovativeness can explain the variety of products shopped for online, and can do so even when one's demographic characteristics, experience with the Internet, and the prevalence of online shopping in one's social milieu are controlled.
For example, Blake
, Neuendorf, Valdiserri, and Hughes (2004) found that consumers' innovativeness predicted differences among individuals in the overall frequency of online shopping, and did so within an independent sample drawn from each of the Asian, European, and North American nations studied.
Since the frequency of one's use of the Internet can influence the manner in which one shops online (e.g., Blake
, Neuendorf, & Valdiserri, 2003; Citrin et al., 2000; Goldsmith, 2001), differences among nations in the desire for website features may be traceable to Internet experience per se.
Illustratively, since online shoppers with high domain specific innovativeness are more prone to shop online (e.g., Blake
et al., 2003; Citrin et al., 2000; Goldsmith, 2000; 2001) practitioners can tailor the features of a website to fit the most likely buyers, the innovators (Blake, Neuendorf, & Valdiserri, 2004; Citrin et al., 2000; Goldsmith, 2001), whatever their nation of residence.
, B. F., Neuendorf, K. A., & Valdiserri, C. M. (2003).
, B. F., Neuendorf, K., & Valdiserri, C. (2004, in press).
, B. F., Neuendorf, K. A., Valdiserri, C. M., & Hughes, J. (2004).
...Brian F. Blake (Ph.D., Purdue University) is Director of the Consumer Industrial Research Program at Cleveland State University, and Professor of Psychology.A consumer psychologist with over 25 years of business experience, he has been a partner in two sizeable market research firms, with clients including such national companies as Merck & Co., Land o' Lakes, Blue Cross-Blue Shield, and American Greetings.His
scholarly work has appeared in such publications as Journal of Marketing Research
, Journal of Applied Psychology
, Journal of Research
in Personality, Journal of Personality
and Social Psychology, and Internet Research. Address: Department of Psychology,Cleveland State University
,Cleveland, OH 44115.Tel: 216-687-2531