Rural Consumers' Online Shopping for Food and Fiber Products as a Form of Outshopping

Volume: 27, Issue: 1, Pages: 3 - 30
Published: Jun 4, 2008
Abstract
The purpose of the research was to longitudinally investigate rural consumers' online shopping for food and fiber products as a function of satisfaction with local retailing and outshopping. Innovation diffusion theory was used to guide the research. Eight hundred seventy-nine rural consumers from 11 states completed surveys twice (in 2000 and 2003). Data were analyzed using structural equation modeling and analyses of variance. Dissatisfaction...
Paper Details
Title
Rural Consumers' Online Shopping for Food and Fiber Products as a Form of Outshopping
Published Date
Jun 4, 2008
Volume
27
Issue
1
Pages
3 - 30
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