Profiling Internet Shoppers in Hong Kong

This study proposes and tests a model of Internet shopping behavior. The model postulates that consumer Internet shopping behavior is affected by consumers' demographic, psychographic, attitudinal and experiential factors. Data from 400 respondents are analyzed. Findings of this study indicate a relationship between consumers who shop online and some of the variables included in the study. Internet buyers tend to be male, well educated, with a higher income and mainly in the age bracket between 21 and 30. They are also likely to have a high Internet usage rates and other non-Internet in-home shopping experience. In addition, they tend to be time conscious, self-confident and have a more positive attitude toward Internet shopping than non-buyers have.