Impact of Internet Usage Comfort and Internet Technical Comfort on Online Shopping and Online Banking
Taylor & Francis
Journal of International Consumer Marketing
The purpose of this study was to investigate the effects of Internet usage comfort, Internet technical comfort, and demographic variables (gender, age, education, and income) on two key online transactional behaviors: online shopping and online banking. An ordinal regression model was used to test the effects of these variables. Findings show that Internet usage comfort and Internet technical comfort had significant and positive effects on both online shopping and online banking. Among the four demographic variables, only income had a significant and positive effect on online shopping, but both income and age had significant effects on online banking, the former positively and the latter negatively.