Profile of Hong Kong Internet Shoppers - an Empirical Study

Research undertaken within Hong Kong on the profile of Internet shoppers is piecemeal and incomplete. This empirical study intends to explore into this issue. Similar studies overseas suggest that the profiles of Internet shoppers are moving towards shoppers found in mainstream population. However, this study reveals that in Hong Kong, the dominant Internet shopping group comprises wealthy, educated youth who work in a computer environment. This phenomenon resembles the early stages of what is referred to as the "Internet age" in the United States in the 1990s. Findings of this study on Hong Kong Internet shopping consumer behavior will be benefical to multinational e-commerce operators when planning their move to Asia