Profiling internet shoppers and non-shoppers in Mainland China: Online experience, computer capacity, and web-usage-related lifestyle

While the number of consumer online shopping increase in Mainland China, research on the profile of Internet shoppers and non-shoppers has been inadequate. One research model is proposed in this study to examine factors of Internet usage including online experience, computer capacity, and Web-used-related lifestyle and their influence on consumers' behavior for online shopping. Data from 917 respondents by online survey are analyzed. Findings of this study indicate that online shoppers tend to have more information searching behavior and conduct more business issue on Internet. They have a higher level of computer literacy and Internet shopping knowledge than non-shoppers. In addition, compared with non-shoppers, online shoppers have more self-efficacy and window-shopping on Internet. Farther more, this study found that the differences of online shoppers and non- shoppers in their evaluation of Internet convenience and trust.