Seasoned and potential internet shoppers: a multinomial logit analysis

Abstract

This paper extends the existing literature on the characteristics of Internet shoppers in two ways. First, the paper looks at the potential of Internet shopping by consumers in the future. Second, the paper divides consumers into four different categories of shoppers based on their past Internet shopping experience and enthusiasm towards Internet shopping. Based on a survey of Malaysian consumers and using a multinomial logit model, this paper explores the factors that determine the likelihood of consumers who will conduct Internet shopping in the next five years.