Internet adoption as a two-stage transition: converting internet non-users to internet users and to online buyers

Identifying the Internet Non-User (INU), Internet User (IU) and Online Buyer (OB) is important for marketers to enable appropriate target marketing, distribution, advertising and customer service.
  

Internet Adoption as a Two-Stage Transition: Converting Internet Non-Users to Internet Users and to Online Buyers

Subroto Roy University of New Haven

Sanjoy Ghose University of Wisconsin, Milwaukee

INTRODUCTION

There is substantial research on the...