How Internet users differ in on-line activities : the influence of their characteristics on what they do on-line

This study investigated the influence of Internet users demographic characteristics (age, income, education, gender, and race) and on-line characteristics (Internet experience, Internet connectedness, and access location) on their adoption of online transactions (on-line shopping, on-line financial services, and on-line auctions). A model based on the diffusion of innovations theory was proposed to explain such influence. Logistic regression was used to analyze the independent variables effects on the dependent variables. Income, education, race, access location, on-line experience, and how connected the user felt to the Internet were significant in explaining Internet users shopping on-line. Education, on-line experience, and how connected the user felt to the Internet were significant in explaining Internet users adoption of on-line financial services. Gender, age, on-line experience, and how connected the user felt to the Internet were significant in explaining Internet users adoption of on-line auctions.