Antecedents and consequents of consumers not adopting e-commerce |
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Institution: | 1. Faculty of Business Economics, Shanghai Business School, Shanghai 200235, China;2. Nanjing Audit University, Nanjing 201209, China;3. School of Management, Shanghai University of Engineering Science, Shanghai 201620, China;4. Business School, Qingdao University, Qingdao 266100, China;5. University of Greenwich, London SE10 9LS, United Kingdom;6. School of Business, Hebei University of Economics and Business, Shijiazhuang 050061, China |
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Abstract: | This study investigated the antecedent and consequent factors of the non-adoption behavior of e-commerce, based on the Theory of Planned Behavior (TPB). For the antecedents, this research used the constructs of ‘attitude’, ‘subjective norms’, ‘perceived behavioral control (PBC)’, and ‘intention’. For the consequents, the constructs were ‘negative word-of-mouth’ and ‘disinterest in e-commerce’. The noteworthiness of this study is the investigation of non-adoption of e-commerce and its effects, as adoption behavior of e-commerce is more often studied. In addition, the study explains the resistance behavior of the consumer toward e-commerce through the TPB, which is rarely used for understanding resistance behaviors. Moreover, it explains the antecedents of non-adoption of e-commerce with constructs that reflect the perceptions and beliefs of the individual, which differs from previous studies. A survey was conducted with 260 people who stated they did not buy through e-commerce. To analyze the data, we used structural equation modeling with PLS. The results showed that the construct intention is positively influenced by the constructs attitude and PBC. Behavior was positively influenced by both intention and PBC and was the influencer of two consequent behaviors: negative word-of-mouth and disinterest in e-commerce. We observed no statistical significance between subjective norms and intention when considering the control variables. This research brings relevant information that can help e-commerce companies develop strategies specially aimed at reaching consumers resistant to online shopping. |
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Keywords: | E-commerce Theory of planned behavior negative word-of-mouth Disinterest in e-commerce Resistance to e-commerce |
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