Rural consumers' online shopping for food and fiber products as a form of outshopping

Sharron J. Lennon, Young Ha, Kim K.P. Johnson, Cynthia R. Jasper, Mary Lynn Damhorst, Nancy Lyons

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

The purpose of the research was to longitudinally investigate rural consumers' online shopping for food and fiber products as a function of satisfaction with local retailing and outshopping. Innovation diffusion theory was used to guide the research. Eight hundred seventy-nine rural consumers from 11 states completed surveys twice (in 2000 and 2003). Data were analyzed using structural equation modeling and analyses of variance. Dissatisfaction with local retailing in 2000 was a powerful driver of outshopping, beliefs about online shopping, and online shopping (both in 2000 and in 2003). Outshopping was positively related to online shopping at both points in time, suggesting that variables found to affect outshopping in the literature may affect online shopping in a similar way.

Original languageEnglish (US)
Pages (from-to)3-30
Number of pages28
JournalClothing and Textiles Research Journal
Volume27
Issue number1
DOIs
StatePublished - 2009

Keywords

  • Clothing shopping
  • Online shopping
  • Outshopping
  • Rural consumers
  • Satisfaction

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