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Hispanics and Patronage Preferences for Shopping From the Internet

  1. Pradeep Korgaonkar1,*,
  2. Ronnie Silverblatt2,*,
  3. Enrique Becerra3,*

Article first published online: 23 JUN 2006

DOI: 10.1111/j.1083-6101.2004.tb00288.x

Issue

Journal of Computer‐Mediated Communication

Journal of Computer-Mediated Communication

Volume 9, Issue 3, page 00, April 2004

Additional Information

How to Cite

Korgaonkar, P., Silverblatt, R. and Becerra, E. (2004), Hispanics and Patronage Preferences for Shopping From the Internet. Journal of Computer-Mediated Communication, 9: 00. doi: 10.1111/j.1083-6101.2004.tb00288.x

Author Information

  1. 1

    The Internet Coast Institute Adams Professor of Marketing at Florida Atlantic University. His research interests are in the areas of e-commerce, advertising, and retailing. His research has been published in numerous journals including the Journal of Advertising, the Journal of Advertising Research, the Journal of Business Research, the Journal of Consumer Marketing, the Journal of Current Issues and Research in Advertising, the Journal of Internet Research, the Journal of Retailing, and the Journal of Marketing Research among others.

  2. 2

    Associate Professor of Management and International Business, College of Business Administration, at Florida International University. She holds a Ph.D. in Business Administration from Georgia State University. Some of her prior works have been published in Industrial Relations, Journal of Labor Studies, Journal of Business Research, and theJournal of Applied Business Research. Her areas of interest include human resource management, Hispanics and e-commerce.

  3. 3

    Instructor in the College of Business at Florida Atlantic University.

*Address: College of Business, Florida Atlantic University, 220 SE 2nd Avenue, Ft. Lauderdale, FL 33301. Phone: 954-762-5218.
Address: College of Business, Florida International University, University Park, Miami, FL, FL 33152.
Address: College of Business, Florida Atlantic University, 220 SE 2nd Avenue, Ft. Lauderdale, FL 33301.

Publication History

  1. Issue published online: 23 JUN 2006
  2. Article first published online: 23 JUN 2006

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Abstract

The Hispanic market in the U.S. offers promising and lucrative online business opportunities. Spain's Terra Network, one of the biggest online content and access providers in the Latin countries, has teamed up with New Jersey based IDT to provide access to U.S. Hispanics (Folpe, 2000). Approximately, 1.3 million households and 2.3 million Hispanic small businesses are using the Web. Still, little published research exists documenting the shopping preferences for buying from the Web by this growing segment of the U.S. population. Applying the product classification and perceived risk literature from the previous published studies of Girard, Korgaonkar, Silverblatt (2002), the authors explore the Hispanic Web user's preferences for shopping from the Web. The study results and implications for managers are discussed.

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