Profiling and predicting internet shopping in Hong Kong

This paper documents the results of a survey among Hong Kong consumers for the adoption and diffusion of internet shopping by using the classical diffusion theory of Rogers and also the more recently developed Technology Readiness Index (TRI) of Parasuraman. Using multinomial logistic regression, three profiles were drawn for comparison purposes. Not surprisingly, the combined model, which incorporates variables from both the diffusion literature and the TRI, performed best in terms of correctly classifying respondents (the ‘hit ratio’), although a more parsimonious model also performed acceptably. The findings strongly support Rogers’ generalisations. The results for the TRI were somewhat disappointing. The profile of earlier adopters of internet shopping in Hong Kong is also described.