Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Conjoint Analysis of Drivers and Inhibitors of E-Commerce Adoption
Year:2015
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
This study examines motivations and barriers in online shopping behavior. Previous research addresses the study of drivers and barriers using regression analysis, but none of them uses different statistical approaches such as fuzzy-set qualitative comparative analysis (fsQCA). This study compiles as conditions 33 motivations that drive consumers to buy online and 12 barriers that deter them to purchase through the Internet, and analyses their influence on online shopping. The empirical analysis uses responses of 817 Internet users to an online questionnaire. The method includes a previous factor analysis to reduce the number of conditions to 7 motivations (hedonic, product variety, product customization, convenience, price, lack of sociality and internet exclusive availability) and 3 barriers (in-person, risk, delivery), respectively. fsQCA offers insight in the knowledge of online shopping drivers and inhibitors, with relevant implications for theory and practitioners.
International
Si
Congress
5th Global Innovation and Knowledge Academy (GIKA 2015)
960
Place
Valencia (España)
Reviewers
Si
ISBN/ISSN
978-84-606-6007-1
Start Date
14/07/2015
End Date
16/07/2015
From page
1
To page
36
Global Innovation and Knowledge Academy (GIKA 2015)
Participants
  • Autor: Jose Julian Chaparro Pelaez (UPM)
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Felix Jose Pascual Miguel (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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