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the knowledge stage, a stage on which an individual tries upon previous experience to understand an innovation and its characteristics. The knowledge derives from the social environment, understanding of problems and general innovativeness. The Persuasion stage which is the second one, represents the development of every positive and negative attitude upon innovation as a result of the knowledge stage.

The perceived elements (Rogers, 1995) which are going to influence the adoption of an innovation are:

The relative advantage - in other words the consumers will assume the advantageous role of the innovation and the adoption will be faster.

The compatibility aspect - if the consumers recognize in the innovation compatibility with their lifestyle, there is a greater possibility to adopt the innovation.

The complexity issue - the consumers will examine the innovation and if they think that is easy to use, maybe will adopt earlier the innovation.

The trial ability - a trial of the innovation will make it easier for the consumers to adopt it.

The observation ability - the chance of observing the results of each innovation may speed up the adopt timeframe.

Another researcher examined the five elements and discovered that the relative advantage, compatibility aspect, the trial ability and the observation ability are positively connected to adoption of every innovation and complexity issue is negatively connected to the adoption of an innovation.

In the decision stage which is the third one, the consumer decides to adopt or to reject the innovation according to his/her attitude created during the persuasion stage (Rogers, 1995).

The behavioral change will be visible during the fourth stage, the implementation stage. During that stage the consumer will act on his decision of the approval or the rejection of an innovation. Even at this stage the consumer holds a level of uncertainty about the scope of the innovation and will keep collecting information about the innovation. During the last stage according to Rogers (1995), the confirmation stage, the consumer will re-examine the innovation and will reach to a new decision whether or not he will continue to adopt the innovation.

Purchasers - Browsers and Searchers

Internet users have different aspects when they go online. Some users are online because of their intention to buy apparel online (purchasers), but the browsers may not interested to buy online. A search for extra information on the websites is what made them to go online in some of the cases. The 'searcher' is a goal oriented consumer who is online to search for information in a productive way in order to fulfill his goals (Ha & Stoel, 2004). A task oriented behavior, more as pre-purchase deliberation and an intention to conclude a purchase next to the gathering of information online are the characteristics of the 'searcher'.

Schlosser (2004), defines the consumer known as a 'browser', an experiential shopper who seeks more and more for an entertaining experience. If&nbs本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。