A two-level theoretical model on digital divide in individual ecommerce utilization in China

Research on individual ecommerce has suggested that digital divide hinders potential consumers to adopt its utilization in spite of their availability. This article investigates the determinants of digital divide in individual ecommerce utilization in the Chinese context. The study focuses on two types of effects at the individual level: the first order digital divide in access to Internet and the second order digital divide in ecommerce utilization. Social demographic, socioeconomic, and psychological factors are identified. These factors are critical for developing effective strategies to broaden new business horizons and reduce the digital inequality in China.