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| Author: | Roy, S. Ghose, S. |
| Title: | Internet adoption as a two-stage transition |
| Journal: | International Journal of Market Research
2006 : VOL 48:3, p. 321-349 |
| Index terms: | computer services computer users distribution internet marketing target search problem |
| Language: | eng |
| Abstract: | This paper discusses the identification of the Internet Non-User (INU), Internet User (IU) and Online Buyer (OB), which is significant in enabling proper target marketing, distribution and customer service. The authors present a conceptual model, based on innovation diffusion theory, for identifying the individuals in each of the three categories on the basis of innovativeness, internet use and online trust. |
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