Internet shopping adoption by Greek consumers

This paper aims at developing profiles of consumers who have already conducted shopping through the Internet and of those who are interested to adopt Internet shopping as an innovation. Based on the theories and processes of consumer adoption decision and diffusion of innovations, the study measures demographic and behavioural characteristics, as well as perceptions and preferences of Greek consumers towards distance shopping in general and Internet retailing in particular. The survey conducted offers insightful preliminary empirical data based on which detailed profiles of Internet shoppers (“innovators”) and interested‐to‐adopt Internet shopping (“early adopters”) are developed. The empirical research findings of this study provide relevant managerial implications while setting the foundation for future research directions in this area.