A Two-Level Theoretical Model on Digital Divide in Individual Ecommerce Utilization in China
Research on individual ecommerce has suggested that digital divide hinders potential consumers to adopt its utilization in spite of their availability. This article investigates the determinants of digital divide in individual ecommerce utilization in the Chinese context. The study focuses on two types of effects at the individual level: the first order digital divide in access to Internet and the second order digital divide in ecommerce utilization. Social demographic, socioeconomic, and psychological factors are identified. These factors are critical for developing effective strategies to broaden new business horizons and reduce the digital inequality in China.
digital divide individual ecommerce social demographic socioeconomic psychological China
Shizhan Zhu
School of Management Guangdong University of Technology, Guangzhou, 510520, China
国际会议
贵阳
英文
92-96
2011-01-26（万方平台首次上网日期，不代表论文的发表时间）