To buy or not to buy experience goods online: Perspective of innovation adoption barriers

The purpose of this study attempts to understand why consumers rarely shop online. Innovation resistance theory is employed in this study. Results of the survey utilizing a questionnaire among the members of study case indicated that value and tradition are major barriers toward use intention. Significant differences in usage barrier and image barrier exist between different non-adopted groups. On average, rejecters group have the highest barriers, followed by opponents, and postponers. Finally, there exist significant differences in usage, value, tradition, and image barriers between adopters and non-adopters toward buying experience goods online. These findings provide a better understanding of consumer's attitude toward buying experience goods online. (C) 2012 Elsevier Ltd. All rights reserved.