Title: Reviewing the scientific literature of the barriers to online purchases

Authors: Guilherme Braz Pitta; Claudimar Pereira da Veiga; Fabíola Kaczam; Zhaohui Su; Wesley Vieira da Silva

Addresses: Postgraduate Program in Management of Organizations, Leadership, and Decision (PPGOLD), School of Management, Federal University of Paraná, Av. Prefeito Lothário Meissner, 632, Curitiba/PR, 80210-170, Brazil ' Fundação Dom Cabral (FDC), Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima/MG, 34018-006, Brazil ' Postgraduate Program in Administration, Federal University of Santa Maria, Building 74C, 2nd Floor, Room 4209, Santa Maria/RS, 97105-900, Brazil ' School of Public Health, Institute for Human Rights, Southeast University, Nanjing 210096, China ' Faculty of Economics, Administration and Accounting, Federal University of Alagoas, Av. Lourival Melo Mota, S/N, Tabuleiro do Martins, Maceió/AL, 57072-900, Brazil

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.

Keywords: internet commerce; consumer behaviour; online non-shopping; barriers.

DOI: 10.1504/IJBFMI.2024.135725

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.1, pp.80 - 102

Received: 23 Feb 2023
Accepted: 05 Mar 2023
Published online: 03 Jan 2024 *

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