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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  13 huge list of names and addresses acquired from commercial list brokers. Via mass mailings, individuals are asked their willingness to participate in occasional phone or mail surveys, and demographic information is collected from those who consent. A sample, weighted along dimensions of race, gender, and marital status to account for expected differences in response rates, is drawn from this pool of approximately 500,000 individuals. Then, by weighting the respondents in order to best match target sample population demographics, the final sample of approximately 5000 individuals is drawn so as to best approximate the “actual distributions within the 9 Census divisions of household income, population density, panel member’s age, and household size”(Groeneman, 1994, p.4, emphasis original). Although the very poor, the very rich, transient populations, and minority populations are underrepresented by this panel, the data have proven to be an effective barometer of mainstream America (Scheufele & Shah, 2000; Shah, 1998; Shah, Kwak, & Holbert, 2001; Shah, McLeod, & Yoon, 2001). This particular survey comprises 3,122 adult respondents. The response rate was 62.4 percent. This study excluded 1,337 respondents (43% of total respondents) who had never used the Internet for a year because they do not have any opportunity for online shopping. Of Internet users, 44.4% were men, 76.4% graduated from colleges, 55.0% reported a household income of more than $50,000, and 59.2 % were between the ages of 18 and 45. Compared to Internet non-users, users were more men, younger, highly educated, and have higher income. Of Internet non-users, 41.4% were men, 46.5% graduated from colleges, 25.0% reported a household income of more than $50,000, and 31.9 % were between the ages of 18 and 45. The results indicate that digital divide still exists and resource is an important issue in Internet use. A total of 1,486 Internet users are used in the final analysis (listwise deletions account for missing data).

Authors: Keum, Heejo. and Cho, Jaeho.
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huge list of names and addresses acquired from commercial list brokers. Via mass mailings,
individuals are asked their willingness to participate in occasional phone or mail surveys, and
demographic information is collected from those who consent. A sample, weighted along
dimensions of race, gender, and marital status to account for expected differences in response
rates, is drawn from this pool of approximately 500,000 individuals. Then, by weighting the
respondents in order to best match target sample population demographics, the final sample of
approximately 5000 individuals is drawn so as to best approximate the “actual distributions
within the 9 Census divisions of household income, population density, panel member’s age,
and household size”(Groeneman, 1994, p.4, emphasis original). Although the very poor, the
very rich, transient populations, and minority populations are underrepresented by this panel,
the data have proven to be an effective barometer of mainstream America (Scheufele & Shah,
2000; Shah, 1998; Shah, Kwak, & Holbert, 2001; Shah, McLeod, & Yoon, 2001). This
particular survey comprises 3,122 adult respondents. The response rate was 62.4 percent.
This study excluded 1,337 respondents (43% of total respondents) who had never used
the Internet for a year because they do not have any opportunity for online shopping. Of
Internet users, 44.4% were men, 76.4% graduated from colleges, 55.0% reported a household
income of more than $50,000, and 59.2 % were between the ages of 18 and 45. Compared to
Internet non-users, users were more men, younger, highly educated, and have higher income.
Of Internet non-users, 41.4% were men, 46.5% graduated from colleges, 25.0% reported a
household income of more than $50,000, and 31.9 % were between the ages of 18 and 45. The
results indicate that digital divide still exists and resource is an important issue in Internet use.
A total of 1,486 Internet users are used in the final analysis (listwise deletions account for
missing data).


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