Predictors of videotex adoption

Abstract

This study investigated both personal characteristics and attitudes toward properties of a videotex shopping system for use as predictors of its adoption among catalog shoppers. The hypotheses tested were developed from diffusion of innovations theory and previous research on adoption of videotex. Data were collected using a self-administered questionnaire from approximately 600 catalog shoppers who resided in cities in which a videotex shopping system had been recently introduced. Results indicated that attitudes toward the characteristics of videotex, particularly its relative advantage and compatibility with needs and experiences, were better predictors of intent to adopt than were the personal characteristics of consumers.