In this empirical study, variables that discriminate between consumers who search online but buy offline and consumers who search and buy online using Internet and the World Wide Web are identified using the innovation diffusion framework. Results show that, across eight product categories, mainly two variables discriminate between the two groups of consumers: self-assessed skill level and perceived transaction security.
Senecal, Ph.D., Sylvain, "Stopping Variables in Online Buying Processes: An Innovation Diffusion Approach" (2000). AMCIS 2000 Proceedings. 361.