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Clothing and Textiles Research Journal
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Rural Consumers' Online Shopping for Food and Fiber Products as a Form of Outshopping

Sharron J. Lennon

University of Delaware, Newark, lennon{at}udel.edu

Young Ha

University of Nebraska, Lincoln

Kim K. P. Johnson

University of Minnesota, St. Paul

Cynthia R. Jasper

University of Wisconsin, Madison

Mary Lynn Damhorst

Iowa State University, Ames

Nancy Lyons

South Dakota State University, Brookings

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 with local retailing in 2000 was a powerful driver of outshopping, beliefs about online shopping, and online shopping (both in 2000 and in 2003). Outshopping was positively related to online shopping at both points in time, suggesting that variables found to affect outshopping in the literature may affect online shopping in a similar way.

Key Words: rural consumers • online shopping • clothing shopping • outshopping • satisfaction

This version was published on January 1, 2009

Clothing and Textiles Research Journal, Vol. 27, No. 1, 3-30 (2009)
DOI: 10.1177/0887302X07313625
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