Reviewing the scientific literature of the barriers to online purchases
by Guilherme Braz Pitta; Claudimar Pereira da Veiga; Fabíola Kaczam; Zhaohui Su; Wesley Vieira da Silva
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 9, No. 1, 2024

Abstract: In recent decades, electronic commerce has grown significantly in scope and revenue through widespread internet access. Nevertheless, some consumers resist using electronic channels for online purchases. In this context, this article presents a typology addressing why consumers do not purchase electronic commerce and brings the main barriers preventing consumers from purchasing online. For this, a systematic literature review over 12 years. The typology was constructed, proposing four classes: 1) methodological procedures; 2) risk; 3) customer adoption; 4) business environment. Besides identifying the typology, this article makes other contributions: 1) the presentation of an updated portfolio of studies related to online consumer behaviour; 2) the presentation of the bibliometric characteristics of the field of research; 3) a set of barriers and strategies to reduce them; 4) a set of future research recommendations. This study can help managers formulate strategies to lower barriers preventing online purchases.

Online publication date: Wed, 03-Jan-2024

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