Title: Consumer purchase behaviour in electronic commerce: main barriers

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

Addresses: School of Management, Federal University of Parana, Curitiba, 80210-170, Brazil ' Fundação Dom Cabral – FDC, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima, 34018-006, MG, Brazil ' Faculty of Economics, Administration and Accounting, Federal University of Alagoas, Maceió, 57072-900, Brazil ' School of Public Health, Institute for Human Rights, Southeast University, Nanjing, 210009, China

Abstract: Several studies have been conducted on consumer purchase behaviour in electronic commerce. Most of these studies have attempted to identify factors influencing purchase behaviour and intentions in electronic commerce. However, with a growing number of consumers making purchases in electronic commerce, many people have not shopped in this online market due to uncertainties and perceived risks associated with online purchase transactions. This article seeks to identify the main barriers preventing consumers from making electronic commerce purchases and why they continue to resist this new technology. The collected data (n = 978) were analysed using structural equation modelling (SEM), demonstrating the importance of trust and perceived risk in deciding whether to buy electronic commerce. The results of this study are expected to help retailers' direct strategies to lower the main barriers that can affect the decision-making of potential consumers.

Keywords: e-commerce; barriers; electronic commerce purchase; non-shoppers; consumer behaviour; marketing intelligence; business retailing.

DOI: 10.1504/IJBFMI.2025.145291

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.2, pp.214 - 237

Received: 18 Aug 2023
Accepted: 22 Aug 2023
Published online: 31 Mar 2025 *

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