Online Shopping Adoption within Hong Kong—An Empirical Study

Previous research shows that there is a positive relationship between Internet users and online shoppers in most markets. Yet while online usage has nearly doubled in Hong Kong in recent years, the adoption of online shopping has been relatively slow. This study examines the attitudinal, demographic and behavioural characteristics of Hong Kong online users. This study partially confirms previous findings in that attitude towards online shopping and the intention to purchase online are higher among males under 45. Importantly, previous online purchasing suggests no differences in adoption between males and females.