Product characteristics and Internet shopping intentions

Estimates of online sales by product categories reveal that certain types of products fare better than others. A few conceptual papers have offered frameworks to assess the compatibility of a product to online marketing and sales. These frameworks that are based on product characteristics could help explain the differences in the asymmetrical success of online retailing. This paper reports the results of an empirical study that investigated differences between Internet shopping intentions for products categorized by cost and tangibility. Analyses of data, collected through a mail survey from over 750 respondents, show that intentions to shop using the Internet differ by tangibility of product. Reasons for this discrepancy are provided through an examination of salient and normative beliefs, along with implications for online merchants.