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1、104Int.J.InternetMarketingandAdvertising,Vol.1,No.1,2004Consumeradoptionoftheinternetasaninformationsearchandproductpurchasechannel:someresearchhypothesesByeong-JoonMoonSchoolofInternationalManagement,KyungHeeUniversity,Yongin-shi,Kyunggi-do449-701,SouthKorea
2、Fax:+82-31-204-8113E-mail:bmoon@khu.ac.krAbstract:Thisstudyprovidesanexploratorymodeltounderstandthefactorsthatinfluenceconsumerstoadopttheinternetinsteadoftraditionalchannelsforinformationsearchandproductpurchase.Theauthorsreviewedpreviousestablishedtheories
3、onconsumerdecisionmakinginofflineenvironmentsandresearchfindingsregardingconsumerbehaviourinanonlineenvironment.Theauthorsembracedthecontingentconsumerdecision-makingmodelprovidedbyBettmanetal.andclassifiedthefactorsthatinfluenceconsumerstouseonlinechannelsin
4、steadoftraditionalchannelsintothreegroups–person,problem,andcontext.Keywords:consumeradoption;internet;contingentdecision-makingmodel;informationsearchchannel;productpurchasechannel.Referencetothispapershouldbemadeasfollows:Moon,B-J.(2004)‘Consumeradoptionoft
5、heinternetasaninformationsearchandproductpurchasechannel:someresearchhypotheses’,Int.J.InternetMarketingandAdvertising,Vol.1,No.1,pp.104–118.Biographicalnotes:Byeong-JoonMoonisanAssociateProfessoratKyungHeeUniversityinSouthKoreaandwaspreviouslyonthefacultyoft
6、heInternationalUniversityofJapan.HereceivedanundergraduatedegreeinbusinessadministrationandanMBAfromSeoulNationalUniversity,andaPhDfromtheUniversityofConnecticut.Histeachingandresearchinterestsareintheareaofinternetmarketing,crossnationalconsumerbehaviour,int
7、ernationalmarketing,andstrategicmarketing.HehaspublishedarticlesinjournalssuchasPsychologyandMarketing,AdvancesinConsumerResearch,InternationalBusinessReview,andJournalofInternationalConsumerMarketing.1IntroductionThedigitaleconomythatisdrivenbyinformationtec
8、hnologyande-commerceisbeingdevelopedworldwide.Accordingtothereport,TheEmergingDigitalEconomyII,publishedbytheUSDepartmentofCommerce[1],theweightofe-commerceintotalsalesbysomecompaniesispr
