Profiling and predicting internet shopping in Hong Kong

Sai keung Li, Greg Elliott*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)184-205
Number of pages22
JournalInternational Journal of Internet Marketing and Advertising
Issue number3
Publication statusPublished - 2005


  • diffusion of innovations
  • Hong Kong
  • internet shopping
  • logistic regression
  • technology readiness index


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