Serra, Elisabete MagalhãesColmenero-Ferreira, FernandoVieira, José Manuel Carvalho2015-11-032015-11-032007Serra, Elisabete Magalhães, Fernando Colmenero-Ferreira e José Manuel Carvalho Vieira (2007). "Web consumer behavior : the effect of enjoyment on innovativeness". Portuguese Journal of Management Studies, XII(1):45-60http://hdl.handle.net/10400.5/10007This research analyzes if the degree of entertainment, enjoyment and involvement with information from a website makes the adoption of innovative purchase behaviors easier. The proposition was that the first consumers in the web portals are consumer innovators, and such innovators will buy new products that are present on this new commerce platform. This study conducted an experiment followed by a questionnaire survey to verify this proposition. Domain specific innovativeness scales (DSI) are used to measure consumers' innovativeness for web commerce. The results suggest that: (1) the degree of entertainment and involvement with the information provided by the website does not change the online shopper's behavior; (2) the degree of website enjoyment can increase innovative purchases behavior.engConsumer BehaviorlnnovativenessUses and GratificationsWorld Wide Webjournal article