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Consumer Adoption Intentions Toward the Internet in China

The Effects of Impersonal and Interpersonal Communication Channels

Yinghong (Susan) Wei, Gary L. Frankwick, Tao (Tony) Gao, Nan Zhou
DOI: 10.2501/JAR-51-4-594-607 Published 1 December 2011
Yinghong (Susan) Wei
Spears School of Business, Oklahoma State University,
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  • For correspondence: susan.wei@okstate.edu
Gary L. Frankwick
Spears School of Business, Oklahoma State University,
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  • For correspondence: Gary.frankwick@okstate.edu
Tao (Tony) Gao
College of Business Administration, Northeastern University,
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  • For correspondence: t.gao@neu.edu
Nan Zhou
City University of Hong Kong and Wuhan University,
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  • For correspondence: mkzhou@cityu.edu.hk
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ABSTRACT

With the increasing growth of internet advertising revenues, it is important to understand what factors may have an impact on consumer intentions to adopt the Internet. This study investigates the effects of impersonal and interpersonal communication channels on consumer intentions to adopt the Internet. Through a stratified random sampling approach, a survey of 3,754 consumers in china was conducted. The structural equation model results suggest that demographic characteristics (age, education, personal income, household income); impersonal communication channels/mass media use (newspapers/magazines, television news); and personal communication channels (word of mouth, personal selling) influence consumer internet adoption intentions at home.

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Vol 51 Issue 4

Journal of Advertising Research: 51 (4)
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Consumer Adoption Intentions Toward the Internet in China
Yinghong (Susan) Wei, Gary L. Frankwick, Tao (Tony) Gao, Nan Zhou
Journal of Advertising Research Dec 2011, 51 (4) 594-607; DOI: 10.2501/JAR-51-4-594-607

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Consumer Adoption Intentions Toward the Internet in China
Yinghong (Susan) Wei, Gary L. Frankwick, Tao (Tony) Gao, Nan Zhou
Journal of Advertising Research Dec 2011, 51 (4) 594-607; DOI: 10.2501/JAR-51-4-594-607
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