Electronic shoppers and nonshoppers among videotex users

This study investigated differences between electronic shoppers and nonshoppers among videotex users in terms of shopping orientations, videotex usages, and demographics. Data (N = 551) were collected via questionnaires sent to 1,000 current subscribers to a major videotex company. By utilizing discriminant analysis, it was found that shopping orientations and videotex usages were successful overall in distinguishing electronic shoppers from nonshoppers. However, demographics were relatively unsuccessful. Significant variables included eight factors of shopping orientations (easy use of electronic shopping; high-tech in-home shopper; home shopping prone; low perceived ambiguity; recreational shopper; low perceived high cost; shopping opinion leader; and less convenient/time-conscious shopper); and six factors of videotex usages (general information; information exchange; financial information; computer/professional forum; length of videotex usage; and satisfaction with videotex services); and one demographic variable (education).