Predicting Internet/ e‐commerce use

Use of the Internet continues to grow at an explosive rate. While entertainment, education and communication serve as important applications of the Internet, e‐commerce continues to emerge as an increasingly significant business phenomenon. However, little empirical research exists to identify factors that influence the extent to which individuals use the Internet and e‐commerce. With the aid of survey research and a neural network, this study analyzes a wide range of variables in an attempt to identify accurate predictors of this usage. The results of the analysis identify gender, overall computer usage, job‐related use, and home access as important characteristics that should influence use of the Internet and e‐commerce.