E-commerce use among digital TV subscribers: audiovisual abundance and virtual purchase — predictors of e-commerce use among digital television subscribers in Spain

Assuming that internet purchasing is related to the amount and quality of technological equipment in a household, the aim of this study was to find some predictors which would help to explain the use of e-commerce in Spain. However, instead of discovering people's reasons for using internet sho...

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Bibliographic Details
Published in:New media & society 2009-05, Vol.11 (3), p.417-432
Main Authors: Garitaonandía, Carmelo, Garmendia, Maialen
Format: Article
Language:English
Subjects:
Attitudes
Choice of technology
Consumer behaviour
Digital technology
Electronic commerce
New technology
Spain
Technology
Television
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Summary:Assuming that internet purchasing is related to the amount and quality of technological equipment in a household, the aim of this study was to find some predictors which would help to explain the use of e-commerce in Spain. However, instead of discovering people's reasons for using internet shopping services, it discovered their reasons for not doing so. The use of e-commerce was low in digital households, as only 7.7 percent of those polled had used an internet shopping service on occasion, and only 6.8 percent had done so during the month prior to the poll. Users of e-commerce have a large amount of computer equipment at home and other equipment for leisure activities which is compatible with the former. The results of this study are based on a survey involving personal interviews with members of 560 households in five Spanish cities who subscribe to a TV digital package, by cable or satellite.
ISSN:1461-4448
1461-7315
DOI:10.1177/1461444808101619