A Longitudinal Look at Rural Consumer Adoption of Online Shopping Sharron J. Lennon University of Delaware Minjeong Kim Oregon State University Kim K. P. Johnson University of Minnesota Laura D. Jolly University of Tennessee Mary Lynn Damhorst Iowa State University Cynthia R. Jasper University of Wisconsin—Madison ABSTRACT Innovation diffusion theory guided research on the process of online apparel shopping adoption (i.e., changes in online shopping adoption) among rural consumers. Rural consumers in 11 states completed sur- veys in 2000 (n  2,198) and in 2003 ( n  879). Variables measured in 2000 were used to predict online apparel purchasing in 2003; structural equation modeling was used for data analysis and yielded satisfactory fit. Results revealed strong support for innovation diffusion theory: Previous practice and characteristics of the decision-making unit (edu- cation, income, innovativeness) affected belief structures. Although beliefs about online shopping measured in 2000 did not affect online Psychology & Marketing, Vol. 24(4): 375–401 (April 2007) Published online in Wiley InterScience (www.interscience.wiley.com) © 2007 Wiley Periodicals, Inc. DOI: 10.1002/mar.20165 375