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Abstract
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| 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. | |
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International
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Si |
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Congress
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5th Global Innovation and Knowledge Academy (GIKA 2015) |
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960 |
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Place
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Valencia (España) |
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Reviewers
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Si |
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ISBN/ISSN
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978-84-606-6007-1 |
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Start Date
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14/07/2015 |
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End Date
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16/07/2015 |
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From page
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1 |
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To page
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36 |
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Global Innovation and Knowledge Academy (GIKA 2015) |