NC222: Impact of Technology on Rural Consumer Access to Food and Fiber Products

(Multistate Research Project)

Status: Inactive/Terminating

Project Menu

SAES-422 Reports

Annual/Termination Reports:

[08/22/2002] [12/26/2002] [11/21/2003] [04/14/2005]

Date of Annual Report: 08/22/2002

Report Information

Annual Meeting Dates: 10/10/2002 - 10/11/2002
Period the Report Covers: 10/01/2000 - 09/01/2001

Participants

Bastow-Shoop, Holly - North Dakota State University; Damhorst, Mary Lynn - Iowa State University; Gregory, Susan - Colorado State University; Hyllegard, Karen - Colorado State University; Jasper, Cynthia - University of Wisconsin-Madison; Johnson, Kim - University of Minnesota; Jolly, Laura D. - University of Tennessee; Kean, Rita - University of Nebraska; Buckley Lakner, Hilda - University of Illinois; Lennon, Sharron J. - The Ohio State University; Lokken, Sheri - Mississippi State University; Lyons, Nancy - South Dakota State University; Manikowski, Linda L. - North Dakota State University; Sanik, Marge - The Ohio State University; Trautmann, Julianne - Mississippi State University

Brief Summary of Minutes

The two main issues discussed at the annual meeting were: (1) plans for the follow-up surveys of consumers who participated in the Consumer Technology Exposure (year 1) and the Panel Mail Survey (year 2) components of the project and (2) the need to move forward with research publications. Time was spent in subcommittees discussing the administration of the follow-up Consumer Technology Exposure Survey planned for January 2002 and the follow-up Panel Mail Survey planned for late Spring 2002.

Time was also spent outlining potential research articles to be developed from the panel survey data. The group identified article topics, the project objectives to be addressed in each article, and the individuals who were interested in leading the development of, or contributing to, each proposed article. A list of the articles is provided in the meeting minutes.

Other issues addressed at the meeting include the continued development of the project web site, continued efforts to obtain NRI funding for the continuation/expansion of this project, and the project fact sheet. Researchers from Nebraska and Wisconsin developed a fact sheet of project findings to date. The fact sheet is to be shared with state extension faculty and other interested parties.

Minutes Attachment:

Attachment

Accomplishments

General accomplishments in 2001 include research presentations, a project fact sheet, and grant applications. Researchers from Iowa and Minnesota presented findings at the 2001 Seoul, KSCT/ITAA Joint World Conference in Seoul, South Korea and researchers from Mississippi State presented at the E-Commerce Conference at Mississippi State University. Researchers from Nebraska and Wisconsin developed a "fact sheet" reporting project findings to be disseminated through state extension agents. In addition, members of the group have written proposals to support the continuation of this project or to initiate a related research project. Researchers from two states (OH, MN) submitted a revised proposal to the National Research Initiatives Grant Program and researchers from Mississippi submitted proposals to the National Science Foundation and the Markle Foundation.

Publications

Damhorst, M.L., Johnson, K.K. P., Lee, M.Y., & Yoh, E. (2001). Computer is the store. Special topic panel presentation. Proceedings: 2001 Seoul, KSCT/ITAA Joint World Conference. Seoul, Korea: Korean Society of Clothing and Textiles and the International Textile & Apparel Association. The Internet - entered not by rural Mississippians. (Summer 2001). MAFES Research Highlights. 23. Moon, H.K. (2001). Motivations for use of Internet shopping sites: Comparison with catalog shopping. Unpublished Master‘s thesis, Iowa State University, Ames, IA. Lokken, S.L., Hyllegard, K., Damhorst, M., Trautmann, J., Gregory, S., Bastow-Shoop, H., Lakner, H., Lyons, N., & Manikowske, L. (in review). Rural consumers‘ attitudes toward television and Internet for information search and purchase. Journal of Consumer Affairs.

Impact Statements

Date of Annual Report: 12/26/2002

Report Information

Annual Meeting Dates: 10/10/2002 - 10/11/2002
Period the Report Covers: 10/01/2001 - 09/01/2002

Participants

Bastow-Shoop, Holly (holly.bastow-shoop@ndsu.nodak.edu)-North Dakota State University; Damhorst, Mary Lynn (mldmhrst@iastate.edu)-Iowa State University; Gregory, Susan (susan.gregory@emich.edu)-Eastern Michigan University; Hyllegard, Karen (hyllegard@cahs.colostate.edu)-Colorado State University; Jasper, Cynthia (jasper@consci.wisc.edu)-University of Wisconsin-Madison; Johnson, Kim (kjohnson@che.umn.edu-University of Minnesota; Jolly, Laura D. (ljolly@utk.edu)-University of Tennessee; Kean, Rita (rkean1@unl.edu)-University of Nebraska; Buckley Lakner, Hilda (h-lakner@uiuc.edu)-University of Illinois; Lennon, Sharron J. (lennon.2@osu.edu)-The Ohio State University; Lokken, Sheri (slokken@humansci.msstate.edu)-Mississippi State University; Lyons, Nancy (nancy_lyons@sdstate.edu)-South Dakota State University; Manikowski, Linda L. (linda_manikowske@ndsu.nodak.edu)-North Dakota State University; Sanik, Marge (sanik.1@osu.edu)-The Ohio State University; Trautmann, Julianne (jtrautm@ilstu.edu)-Illinois State University

Brief Summary of Minutes

The three main issues discussed at the annual meeting were: (1) the follow-up for the longitudinal Panel Mail Survey (year 2) component of the project, (2) research publications, and (3) a proposal to extend the NC-222 project for one year and possible continuation of the project. Time was spent in discussing the administration of the follow-up Panel Mail Survey planned for Fall 2002. Iowa State University will take the lead on the administration of the follow-up survey. The mailing will include 2,000+ respondents from the first survey. Some minor changes were made to the questionnaire.

Time was also spent discussing research proposals and articles. The group revisited the development of articles and authors proposed at the October 2001 meeting. A list of the articles is provided in the minutes of the 2002 meeting.

Ohio State University will take the lead on preparing the one-year extension application for NC-222. Discussion regarding the future continuation of the project included the possible need for a new project focus with a strong practical application for rural business or rural consumers.

Other items addressed at the meeting included state reports and resources for 2002, committee updates, and the continued updating of the NC-222 website.

Accomplishments

The main accomplishments in 2002 were the completion of the data collection for the follow-up survey of participants from the initial Consumer Technology Exposure (conducted in year 1 of the project) and the continued development of research presentations and publications. Six states participated in the follow-up Consumer Technology Exposure survey: Colorado, Illinois, Iowa, Mississippi, North Dakota, and South Dakota. Mississippi State took the lead on the refinement of the questionnaire and the development of the cover letter. Colorado State University coordinated the mailing of the questionnaire as well as the data entry. Surveys were mailed to 258 consumers who participated in the consumer experiment conducted in year 1 of the project. Completed surveys were received from 101 participants, for a response rate of 39%. Eight surveys were returned undeliverable. Researchers presented findings from the first phase of the longitudinal Panel Mail Survey at the 2002 International Textile and Apparel Association Annual Meeting. The general project objective is to explore the impact of communication technology on consumers‘ access to food and fiber products. The specific objectives are to (1) identify sources of information used by rural consumers in the search for food and fiber consumer products, (2) identify sources used by rural consumers to acquire food and fiber products, (3) assess attitudes of rural consumers toward emerging communication technologies for search and acquisition of consumer products, (4) develop profiles of rural consumers based upon product acquisition patterns, and (5) identify the dynamic process of adoption of emerging communication technologies by rural consumers for the search and acquisition for food and fiber products.

Publications

Lennon, S. J., Johnson, K., Damhorst, M. L., Jasper, C. and Lakner, H. (2002, August). Rural consumers‘ use of the Internet to purchase food and fiber products. Paper presented to the International Textile and Apparel Association, New York City. Lee, H. H., Moon, H. K., & Damhorst, M. L. (2002, August). Internet and catalog shopping motivations: Profiling consumer groups on uses and gratifications. Research poster presentation to the International Textile and Apparel Association, New York City. Moon, H. K., & Damhorst, M. L. (2002, August). Internet and catalog shopping motivations: Toward a measure of uses and gratifications. Paper presented to the International Textile and Apparel Association, New York City. Jeon, K. (2002). Persuasion in Internet Shopping: The Effect of Self-referencing and Situational Involvement. Unpublished Masters Thesis, University of Illinois at Urbana-Champaign, June 2002. Cotterill, D. B. & Jolly, L. D. (2002). Rural Kentuckians: Effects of E-commerce on the Acquisition of Food and Fiber Products. National Extension Association of Family and Consumer Sciences (NEAFCS) Annual Session, Kansas City, MO, October 6-10, 2002. Lokken, S.L., Hyllegard, K., Damhorst, M., Trautmann, J., Gregory, S., Bastow-Shoop, H., Lakner, H., Lyons, N., & Manikowske, L. (in review). Rural consumers‘ attitudes toward television and Internet for information search and purchase. Family & Consumer Sciences Research Journal.

Impact Statements

Date of Annual Report: 11/21/2003

Report Information

Annual Meeting Dates: 10/09/2003 - 10/10/2003
Period the Report Covers: 10/01/2002 - 10/01/2003

Participants

Bastow-Shoop, Holly (holly.bastow-shoop@ndsu.nodak.edu) - North Dakota State University; Damhorst, Mary Lynn (mldmhrst@iastate.edu) - Iowa State University; Gregory, Susan (susan.gregory@emich.edu) - Eastern Michigan University; Hyllegard, Karen (hyllegard@cahs.colostate.edu) - Colorado State University; Jasper, Cynthia (jasper@consci.wisc.edu) - University of Wisconsin-Madison; Johnson, Kim (kjohnson@che.umn.edu) - University of Minnesota; Jolly, Laura D. (ljolly@utk.edu) - University of Tennessee; Kean, Rita (krees@unlnotes.unl.edu) - University of Nebraska; Buckley Lakner, Hilda (h-lakner@uiuc.edu) - University of Illinois; Lennon, Sharron J. (lennon.2@osu.edu) - The Ohio State University; Lokken-Worthy, Sheri (slokken@humansci.msstate.edu) - Mississippi State University; Lyons, Nancy (nancy_lyons@sdstate.edu) - South Dakota State University; Manikowski, Linda L. (linda_manikowske@ndsu.nodak.edu) - North Dakota State University; Sanik, Marge (sanik.1@osu.edu) - The Ohio State University; Trautmann, Julianne (jtrautm@ilstu.edu) - Illinois State University

Brief Summary of Minutes

Minutes Attachment:

Attachment

Accomplishments

In this section focus on intended outcomes and potential impacts. This information should be built around the activity‘s milestones, as they were identified in the original proposal. The report should also reflect on the items that stakeholders want to know, or want to see. Also, describe plans for the coming year in no more than one or two short paragraphs. Scientists from 11 states are exploring the attitudes of rural consumers toward television and Internet sources for information search and purchase of food and fiber products. Experimental data collected from 358 rural consumers in six states suggest that exposure to Internet sources leads to positive changes in attitudes toward the sources, but exposure to home shopping networks leads to negative attitudinal changes. Survey data collected from 2,198 rural consumers in 11 states were analyzed to test Roger‘s Diffusion of Innovation theory; data suggest factors that speed up or slow down the adoption of the Internet for purchase of products. Furthermore, factors have been identified that discriminate between adopters and non-adopters of the Internet for purchases. Additional analyses of these data include determination/development of the following: a) differences in information search based upon product category and demographics, b) levels of satisfaction with product sources, c) levels of innovation of adopters of the Internet for purchases, d) effect of perceived time poverty on frequency of Internet purchases, and e) a profile of adopters and non-adopters of the Internet for purchasing products. Fact sheets and a website have been developed to describe progress on this project. Follow-up panel data are currently being analyzed. The main accomplishments in 2003 were the completion of the data collection for the follow-up panel survey and the continued development of research presentations and publications. Data from the follow-up panel survey were collected from November 2002 through February 2003 by Iowa State University from respondents to the initial 2000 survey. These surveys were sent to 2533 households in 11 states in towns with populations of less than 50,000. The usable return rate was 42%. Data was coded, entered, and cleaned. Some data analysis has commenced. The general project objective is to explore the impact of communication technology on consumers access to food and fiber products. Accomplishments relating to specific objectives of the project are as follows: Objective 1: to identify sources of information used by rural consumers in the search for food and fiber consumer products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. The 2003 data has not been analyzed yet in this regard, but the rest appears to indicate some increase in use of the Internet to search for food and fiber information by rural consumers. Four papers are addressing this objective. Objective 2: identify sources used by rural consumers to acquire food and fiber products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. An analysis of the 2003 data shows a net gain of 79 consumers since 2000 who are now using the Internet to purchase clothing, a net gain of 100 who are now using the Internet to purchase food, and a net gain of 128 consumers who are now using the Internet to purchase home furnishings products in our sample. Nine papers address this objective and one is in review. Objective 3: to assess attitudes of rural consumers toward emerging communication technologies for search and acquisition of consumer products. Five papers address this objective, one is in review, and one has been published. Objective 4: to develop profiles of rural consumers based upon product acquisition patterns. Scientists from Minnesota have collaborated with faculty from the Minnesota Extension service to determine what strategies are used by successful retailers in rural communities in Minnesota in direct competition with at least one big retailer. Part of this collaboration is focused on assessing consumers in these same communities to determine consumer expectations for product and services from independent retailers. This collaboration addresses 4. Objective 5: to identify the dynamic process of adoption of emerging communication technologies by rural consumers for the search and acquisition for food and fiber products. Two proposed papers address this objective. Based on preliminary analyses we know that some rural consumers have dropped out of purchasing via the Internet, but more have begun to purchase that way.

Publications

Fritchie, L. F., & Johnson, K.K.P. (2003) Personal selling approaches used in television shopping. Journal of Fashion Marketing and Management, 7(3), 249-258. Gregory, S.R., Jasper, C.R., Lokken, S., and Damhorst, M.L. (Accepted for Publication). Rural Consumers Use of the Internet for Search and Acquisitions of Food and Travel Services. The Journal of Tourism Management. Johnson, K. K. P.; Lennon, S. J.; Jasper, C.; Damhorst, M. L.; and Lakner, H. B. (2003) An application of Roger‘s innovation model: Use of the Internet to purchase apparel, food, and home furnishing products by small community consumers. Clothing and Textiles Research Journal, 21(4), 185-196. Lee, M., & Johnson, K. K. P. (2003). Predicting Internet purchasers buying frequency. Journal of the Korean Home Economics Association, 41(5), 59-70. Lokken, S.L., Cross, G., Halbert, L., Lindsey, G., Derby, C., & Stanford, C. (2003, March). Comparing online and non-online shoppers. International Journal of Consumer Studies, 27(2), 126-133. Yoh, E., Damhorst, M. L., Sapp, S. G., & Laczniak, R. N. (in press). Consumer adoption of the Internet: The case of apparel shopping. Psychology and Marketing. Presentations: Kim, M. J., & Lennon, S. J. The effects of visual and verbal information on attitudes and purchase intent in online shopping, Part I. Paper presented at the International Conference on Retailing and Services Science, Portland, OR, GA, 2003. Lakner, H. B. Recent research on Internet shopping conducted at the University of Illinois at Urbana-Champaign. Invited presentation at a symposium at the National Institute of Fashion Technology (Delhi), 4 December 2003. Lakner, H. B. and Jeon, K. M. Persuasion in Internet shopping for functional versus fashionable apparel. Paper presented at the 7th Asian Textile Conference, Delhi, India, 2 December 2003. Lokken, S. L. (February 7, 2003). Be Mine Online: Fall in Love with Internet Shopping without Getting Cheated, presented to Mississippi State University Womens Club, Starkville, MS. Lokken, S. L. (February 20, 2003). Virtual Shopping Credit Card Reality, presented at the Mississippi Association for Family and Consumer Sciences Annual Conference, Raymond, MS.

Impact Statements

Results of this project will increase understanding of rural consumers and will facilitate development of programs and familiarize rural consumers with the broad array of product information about and convenient sources of food and fiber products.
These data will also help rural retailers adjust to the changing marketplace, thereby enhancing economic and community development in small town areas.
All consumers purchase food and fiber products, making the project relevant to all areas of the U.S.
In particular, non-metropolitan areas in the U.S., being a growing segment of the population, will benefit.

Date of Annual Report: 04/14/2005

Report Information

Annual Meeting Dates: 10/01/1998 - 09/30/2004
Period the Report Covers: 10/01/1998 - 09/01/2004

Participants

Holly Bastow-Shoop, North Dakota State University; Mary Lynn Damhorst, Iowa State University; Susan Gregory, Western Michigan University; Karen Hyllegard, Colorado State University; Cynthia Jasper, University of Wisconsin-Madison; Kim Johnson, University of Minnesota; Laura D. Jolly, University of Tennessee; Rita Kean, University of Nebraska; Diane Vigna, University of Nebraska; Hilda Buckley Lakner, University of Illinois; Sharron J. Lennon, The Ohio State University; Sheri Lokken-Worthy, Mississippi State University; Nancy Lyons, South Dakota State University; Linda L. Manikowski, North Dakota State University; Marge Sanik, The Ohio State University; Julianne Trautmann, Illinois State University

Brief Summary of Minutes

No meeting was held in 2004 during the one year of extension approved for NC-222. The project ended September 30, 2004.

Accomplishments

Scientists from 11 states explored the attitudes and behaviors of rural consumers toward a variety of sources -- "bricks and mortar," mail, and electronic -- for information search and purchase of food and fiber products. The main focus of research over the six years of work was longitudinal panel data survey. Other mail survey, experimental, and focus group studies were conducted to support the major objectives and development of panel data collection. The overall objectives of the studies were to identify sources used by rural consumers to acquire and access information about food and fiber products, develop profiles of rural consumers based upon product acquisition patterns, and examine the dynamic process of adoption of emerging communication technologies by rural consumers for the search and acquisition for food and fiber products. Experimental data collected from 358 rural and small town consumers in six states in 1999 indicated that exposure to Internet shopping sources lead to positive changes in attitudes toward the sources, but exposure to television home shopping networks lead to non-significant attitude change. Younger consumers with greater levels of computer experience had more positive attitudes toward shopping and searching for product information via the Internet than did older individuals. Education level was not a significant predictor of attitudes, in contrast to previous research of Internet shopping. Limited evidence indicated that ethnicity may be related to attitudes toward online and TV shopping, warranting further research of rural consumers of minority ethnicity. African American consumers in the South showed positive increases in attitudes toward using the two electronic media after exposure to these methods of shopping. Survey data was collected in 2000 from 2,198 rural consumers living in 11 states in non-metropolitan statistical areas with populations less than 12,500. For the most part, consumers relied on local retail stores, newspapers, and catalogs for information about clothing and home furnishings, and used newspapers and retail stores for food product information. Family and friends, restaurants, and television were the most frequently used sources of information about restaurants. The Internet was, overall, the least used source of information for product information and product purchase (less than 20% of respondents). For purchases, local and nonlocal stores were the most frequently used sources for all products studied. Mail order catalogs were used next in frequency for purchase of clothing and home furnishings. Profiles of age groups indicated that younger age, lower community satisfaction, higher innovativeness, and importance of brand names and convenience were characteristics of consumers who shopped via Internet as well as mail order catalogs for food and fiber products. Mail catalogs were also used more by higher income consumers and by those who used the Internet for shopping and product information. Individuals who shopped via TV were innovative but lower in education. Consumers more likely to shop in local retail stores were innovative but high on community satisfaction, younger, higher in income, and had higher number of people in their households. Among the consumers 60 to 99 years old (about a third of the sample), sources such as newspapers, magazines, friends, and family were important product information sources, particularly for younger consumers in this age group and among those with higher community satisfaction. The radio was used for product information by older consumers with lower education. Local stores were used more by older consumers without physical disabilities, probably because of their greater ease at going out of the house. Overall, rural consumers who shopped via the Internet, versus non-adopters, perceived the process as more advantageous, compatible with their values and lifestyles, easy to try, less risky, and not complex. In 2002/2003, 847 of the 2000 survey respondents completed a follow-up survey designed to examined change in attitudes and product information search and purchase behaviors. Since 2000 there were slight increases in use of the Internet to make purchases. An analysis of the panel data showed a net gain of 79 consumers since 2000 who were using the Internet to purchase clothing, a net gain of 100 who were using the Internet to purchase food, and a net gain of 128 consumers who were using the Internet to purchase home furnishings products. In general, however, rural consumers had not converted to Internet shopping and were using the new mode of shopping for food and fiber products less than average consumers in the U.S. Concern about financial privacy and credit card safety increased by 2003. Overall, rural consumers were more satisfied with local and non-local brick and mortar retailers than other distribution channels such as mail catalogs and TV. Shopping locally for food was rated as somewhat satisfactory, but satisfaction with shopping for clothing and home furnishings was still low. Consumers under age 50 reported less satisfaction with local offerings than did consumers over age 50. Impacts. Results of this project have increase understanding of rural consumers and will facilitate development of programs that familiarize rural consumers with the broad array of product information and convenient sources of food and fiber products. These data will also help rural retailers adjust to the changing marketplace, thereby enhancing economic and community development in small town areas. All consumers purchase food and fiber products, making the project relevant to all areas of the U.S. Specific outcomes of future programs developed on the basis of the findings include the following: a) decrease barriers to consumer use of emerging communication technologies, b) provide basis for development of Extension consumer counseling programs related to survival and quality of life in rural communities, c) inform both product and service providers as well as consumers about access to product information, d) develop Extension and rural community programs that strengthen rural small business development through technology transfer, and e) help small retailers incorporate appropriate technologies into their business operations to adjust to the changing business climate in the 21st century. To date, papers have been published from project related studies. The biggest impact of the project has been the spawning of further studies. Since the inception of the project in 1998, dissertations and theses have been completed that relate to or expand on NC222 research findings. In addition, the project has contributed to development of programs and studies designed to help rural consumers and retailers. For example, scientists from Minnesota have collaborated with faculty from the Minnesota Extension service to determine what strategies are used by successful retailers in rural communities in Minnesota in direct competition with at least one big retailer. Part of this collaboration is focused on assessing consumers in these same communities to determine consumer expectations for product and services from independent retailers. In addition, NC222 researchers at Ohio State University have submitted a grant proposal to fund a study of the gap between what information and services rural consumers want their local merchants to provide online and what local merchants think consumers want from them online. The study will expand on findings from the 2000 mail survey and is part of a larger study of the use of benefit segmentation to improve competitiveness of rural retailers.

Publications

Park, J. H., & Lennon, S. J. (2004). Television apparel shopping: Impulse buying and parasocial interaction. Clothing and Textiles Research Journal, 22, 135-144. Worthy, S. L., Hyllegard, K., Damhorst, M., Trautmann, J., Bastow-Shoop, H., Gregory, S., Lakner, H., Lyons, N., & Manikowske, L. (2004). Rural consumers attitudes toward the Internet for information search and product purchase. Family and Consumer Sciences Research Journal, 33, 517-535. Yoh, E., Damhorst, M. L., Sapp, S. G., & Laczniak, R. N. (2003). Consumer adoption of the Internet: The case of apparel shopping. Psychology and Marketing, 20(12), 1095-1118. Publications in press Gregory, S.R., Jasper, C.R., Lokken, S., & Damhorst, M.L. (Accepted for publication). Rural consumers uses of the Internet for search and acquisitions of food and travel services. Journal of Travel and Tourism, 18(1). Park J. H., Lennon, S. J., & Stoel, L. (Accepted for publication). Online product presentation: Effects on mood, perceived risk, and purchase intention. Psychology and Marketing. Published abstracts Johnson, K. P., Lennon, S. J., Jasper, C., & Damhorst, M. L. (2003). Variables discriminating between online purchasers and non-purchasers of apparel and home furnishing products. International Textile and Apparel Association Proceedings 2003. Available at http://www.itaaonline.org [abstract] Johnson, K. K. P., Yoo, J., Rhee, J., & Lennon, S. (2004). Multichannel shoppers: Retail channel usage among rural consumers. International Textile and Apparel Association Proceedings. Available at http://www.itaaonline.org [abstract] Lennon, S., Johnson, K. K. P., Jolly, L., Damhorst, M.L., & Jasper, C. (2004). Online apparel shopping among rural consumers: Changes in shopping adoption. International Textile and Apparel Association Proceedings. Available at http://www.itaaonline.org [abstract]. Refereed presentations Ha, Y., Kwon, W-S., & Lennon, S. J. (2004, November). Online visual merchandising: A cross-national approach. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Johnson, K. K. P., Lennon, S. J., Damhorst, M. L., & Jasper, C. (2003, November). Predictors of Internet shopping among rural consumers. Paper presented at the International Textiles and Apparel Association annual meeting, Savannah, GA. Johnson, K. P., Lennon, S. J., Jasper, C., & Damhorst, M. L. (2003, November). Variables discriminating between online purchasers and non-purchasers of apparel and home furnishing products. Paper presented at the International Textile and Apparel Association annual meeting, Savannah, GA. Johnson, K. K. P., Yoo, J-J., Rhee, J., & Lennon, S. J. (2004, November). Multichannel shoppers: Retail channel usage among rural consumers. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Kim, J., & Damhorst, M. L. (2004, November). Effects of perceived apparel merchandise quality on consumer's perception of value, satisfaction, and behavioral intention. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Kim, M., & Lennon, S. J. (2003, November). The effects of visual and verbal information on attitudes and purchase intent in online shopping (Part II). Paper presented at the International Textiles and Apparel Association annual meeting, Savannah, GA. Kim, M., & Lennon, S. J. (2004, November). Consumer response to product unavailability in online shopping. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Kim, H., & Lennon, S. J. (2004, November). The effect of website attractiveness on store image and shopping behaviors. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Lee, H. H., Damhorst, M. L., Campbell, J. R., Parsons, J. L., & Loker, S. (2004, November). Antecedents and consequences of satisfaction with a mass customized Internet apparel shopping site. Poster presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Lennon, S. J., Johnson, K. K. P., Jolly, L. D., Damhorst, M. L., Jasper, C., & Kim, M. (2004, November). Online apparel shopping among rural consumers: Changes in apparel online shopping adoption. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR, November 2004. Park, J. H., Lennon, S. J., & Stoel, L. (2003, November). Internet apparel shopping: The effect of product presentation on mood, perceived risk and purchase intention. Paper presented at the International Textiles and Apparel Association annual meeting, Savannah, GA. Stoel, L., Park, J-H., & Lennon, S. J. (2004, November). Cognitive vs. affective responses: The effects of 3-D presentation online. Paper presented at the International Textiles and Apparel Association annual meeting, Portland, OR. Completed Dissertations and Theses Kim, Jihyun. (2004). Effects of perceived merchandise quality and service quality on consumer shopping behavior in the Internet apparel retailing environment. Unpublished doctoral dissertation, Iowa State University, Ames. Kim, Minjeong (2004). The role of negative emotion on consumer response to online apparel product unavailability. Unpublished doctoral dissertation, The Ohio State University, Columbus. Lee, Hyun-Hwa. (2004). Antecedents and consequences of satisfaction with a mass customized Internet apparel shopping site. Unpublished doctoral dissertation, Iowa State University, Ames. Rhee, Jeung Eun (2004). Multi-channel shoppers: Retail channel usage among rural Minnesota consumers. Unpublished Master's thesis, University of Minnesota, St. Paul. Submitted Manuscripts Ha, Y., & Lennon, S. J. (In review). Rural consumers Internet apparel shopping: Innovativeness and perceptions. International Journal of Retail and Distribution Management. Johnson, K. K. P., Lennon, S. J., Yoo, J., Jasper, C., & Damhorst, M. L. (In review). Variables discriminating between purchasers and nonpurchasers of apparel and home furnishing products online. Journal of Retailing and Customer Services. Johnson, K. K. P., Yoo, J., Rhee, J., & Lennon, S. (In review). Multichannel shoppers: Retail channel usage among rural consumers. International Journal of Retail and Distribution Management. Worthy, S. L., Trautmann, J., Miller, B.R., Hyllegard, K., Bastow-Shoop, H., Damhorst, M., Lakner, H., Lyons, N., & Manikowske, L. (In review). Shopping for home furnishings and furniture products online: Rural consumers attitudes toward and use of the Internet. Journal of Retailing and Consumer Services. Stoel, L., Lennon, S. J., & Warrington, P. (2004, December). Internet retailing and rural communities: Using benefit segmentation to improve competitiveness of rural retailers. National Research Initiatives Grant, $257,394 requested.

Impact Statements

(See above two paragraphs)