IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v55y2020ics0969698919310434.html
   My bibliography  Save this article

Antecedents and consequents of consumers not adopting e-commerce

Author

Listed:
  • Mainardes, Emerson Wagner
  • Souza, Irailton Melo de
  • Correia, Rogério Dias

Abstract

This study investigated the antecedent and consequent factors of the non-adoption behavior of e-commerce, based on the Theory of Planned Behavior (TPB). For the antecedents, this research used the constructs of ‘attitude’, ‘subjective norms’, ‘perceived behavioral control (PBC)’, and ‘intention’. For the consequents, the constructs were ‘negative word-of-mouth’ and ‘disinterest in e-commerce’. The noteworthiness of this study is the investigation of non-adoption of e-commerce and its effects, as adoption behavior of e-commerce is more often studied. In addition, the study explains the resistance behavior of the consumer toward e-commerce through the TPB, which is rarely used for understanding resistance behaviors. Moreover, it explains the antecedents of non-adoption of e-commerce with constructs that reflect the perceptions and beliefs of the individual, which differs from previous studies. A survey was conducted with 260 people who stated they did not buy through e-commerce. To analyze the data, we used structural equation modeling with PLS. The results showed that the construct intention is positively influenced by the constructs attitude and PBC. Behavior was positively influenced by both intention and PBC and was the influencer of two consequent behaviors: negative word-of-mouth and disinterest in e-commerce. We observed no statistical significance between subjective norms and intention when considering the control variables. This research brings relevant information that can help e-commerce companies develop strategies specially aimed at reaching consumers resistant to online shopping.

Suggested Citation

  • Mainardes, Emerson Wagner & Souza, Irailton Melo de & Correia, Rogério Dias, 2020. "Antecedents and consequents of consumers not adopting e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919310434
    DOI: 10.1016/j.jretconser.2020.102138
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919310434
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102138?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mateus Martins & Josivania Silva Farias & Pedro Henrique Melo Albuquerque & Danilo Santana Pereira, 2018. "Adoption of Technology for Reading Purposes: A Study of E-Books Acceptance," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 568-588, November.
    2. Mateus Nagel & Cristiane Pizzutti dos Santos, 2017. "The Relationship Between Satisfaction with Complaint Handling and Repurchase Intentions: Detecting Moderating Influences in E-Tail," Brazilian Business Review, Fucape Business School, vol. 14(5), pages 510-527, September.
    3. Matthew Philp & Martin A. Pyle & Laurence Ashworth, 2018. "Risking the self: the impact of self-esteem on negative word-of-mouth behavior," Marketing Letters, Springer, vol. 29(1), pages 101-113, March.
    4. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    5. Esfandiar, Kourosh & Sharifi-Tehrani, Mohamad & Pratt, Stephen & Altinay, Levent, 2019. "Understanding entrepreneurial intentions: A developed integrated structural model approach," Journal of Business Research, Elsevier, vol. 94(C), pages 172-182.
    6. Li, Xiong & Zhao, Xiaodong & Xu, Wangtu (Ato) & Pu, Wei, 2020. "Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Shankar, Amit & Jebarajakirthy, Charles & Ashaduzzaman, Md, 2020. "How do electronic word of mouth practices contribute to mobile banking adoption?," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Halbheer, Daniel & Bertini, Marco & Buehler, Stefan, 2018. "Consumer Resistance," HEC Research Papers Series 1251, HEC Paris, revised 16 Feb 2018.
    9. Seth, Himanshu & Talwar, Shalini & Bhatia, Anuj & Saxena, Akanksha & Dhir, Amandeep, 2020. "Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    10. Shareef, Mahmud Akhter & Baabdullah, Abdullah & Dutta, Shantanu & Kumar, Vinod & Dwivedi, Yogesh K., 2018. "Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 54-67.
    11. Pappas, Nikolaos, 2016. "Marketing strategies, perceived risks, and consumer trust in online buying behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 92-103.
    12. Brusch, Ines & Schwarz, Benjamin & Schmitt, Rebecca, 2019. "David versus Goliath - Service quality factors for niche providers in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 266-276.
    13. Kim, Minjeong, 2019. "Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 362-370.
    14. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    15. Zhu, Wenlong & Mou, Jian & Benyoucef, Morad, 2019. "Exploring purchase intention in cross-border E-commerce: A three stage model," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 320-330.
    16. Paolo Antonetti & Stan Maklan, 2018. "Identity Bias in Negative Word of Mouth Following Irresponsible Corporate Behavior: A Research Model and Moderating Effects," Journal of Business Ethics, Springer, vol. 149(4), pages 1005-1023, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anaf Abdulkarem & Wenhua Hou, 2022. "The Influence of the Environment on Cross-Border E-Commerce Adoption Levels Among SMEs in China: The Mediating Role of Organizational Context," SAGE Open, , vol. 12(2), pages 21582440221, June.
    2. Tsai, Pei-Hsuan & Tang, Jia-Wei, 2023. "Consumers' switching intention towards E-commerce platforms’ store-to-store pickup services: The application of the extended PPM model," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Huang, Dan & Jin, Xin & Coghlan, Alexandra, 2021. "Advances in consumer innovation resistance research: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    4. Wang, Xueqin & Wong, Yiik Diew & Chen, Tianyi & Yuen, Kum Fai, 2022. "An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour," Journal of Business Research, Elsevier, vol. 142(C), pages 1053-1067.
    5. Ariansyah, Kasmad & Sirait, Emyana Ruth Eritha & Nugroho, Badar Agung & Suryanegara, Muhammad, 2021. "Drivers of and barriers to e-commerce adoption in Indonesia: Individuals’ perspectives and the implications," Telecommunications Policy, Elsevier, vol. 45(8).
    6. Hyo Geun Song & Hyeon Jo, 2023. "Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    7. Juliet Orji, Ifeyinwa & Ojadi, Frank & Kalu Okwara, Ukoha, 2022. "The nexus between e-commerce adoption in a health pandemic and firm performance: The role of pandemic response strategies," Journal of Business Research, Elsevier, vol. 145(C), pages 616-635.
    8. Yang, Luming & Xu, Min & Xing, Lin, 2022. "Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Petcharat, Thanatchaphan & Jattamart, Aungkana & Leelasantitham, Adisorn, 2023. "A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Krisna Nugraha & Muhtosim Arief & Sri Bramantoro Abdinagoro & Pantri Heriyati, 2022. "Factors Influencing Bank Customers’ Orientations toward Islamic Banks: Indonesian Banking Perspective," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    11. Fuyong Lu & Xian Huang & Xintao Wang, 2022. "Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility," Sustainability, MDPI, vol. 14(23), pages 1-22, November.
    12. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.
    13. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    14. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Shankar, Amit & Rishi, Bikramjit, 2020. "Convenience matter in mobile banking adoption intention?," Australasian marketing journal, Elsevier, vol. 28(4), pages 273-285.
    3. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Anshu, Kumari & Shankar, Amit & Behl, Abhishek & Pereira, Vijay & Laker, Benjamin, 2022. "Impact of barriers of value co-creation on consumers' innovation resistance behavior: Investigating the moderation role of the DART model," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    5. Ashraf Hilal & Concepción Varela-Neira, 2022. "Understanding Consumer Adoption of Mobile Banking: Extending the UTAUT2 Model with Proactive Personality," Sustainability, MDPI, vol. 14(22), pages 1-23, November.
    6. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    7. Alalwan, Ali Abdallah & Baabdullah, Abdullah M. & Rana, Nripendra P. & Tamilmani, Kuttimani & Dwivedi, Yogesh K., 2018. "Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust," Technology in Society, Elsevier, vol. 55(C), pages 100-110.
    8. Arghya Ray & Muskan Jain & Lan Ma & Khalid Hussain Alhamzi & Ananya Ray & Long She, 2024. "The impact of personality traits, barriers and gamification on Gen X continuance intention for mobile credit bill payment apps," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1154-1174, September.
    9. Shankar, Amit & Dhir, Amandeep & Talwar, Shalini & Islam, Nazrul & Sharma, Piyush, 2022. "Balancing food waste and sustainability goals in online food delivery: Towards a comprehensive conceptual framework," Technovation, Elsevier, vol. 117(C).
    10. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    12. Avornyo, Philip & Fang, Jiaming & Antwi, Collins Opoku & Aboagye, Michael Osei & Boadi, Evans Asante, 2019. "Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 348-360.
    13. Talwar, Shalini & Talwar, Manish & Kaur, Puneet & Dhir, Amandeep, 2020. "Consumers’ resistance to digital innovations: A systematic review and framework development," Australasian marketing journal, Elsevier, vol. 28(4), pages 286-299.
    14. Santiago Carbo-Valverde & Pedro Cuadros-Solas & Francisco Rodríguez-Fernández, 2020. "A machine learning approach to the digitalization of bank customers: Evidence from random and causal forests," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-39, October.
    15. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    16. Basu, Bibaswan & Sebastian, M.P. & Kar, Arpan Kumar, 2024. "What affects the promoting intention of mobile banking services? Insights from mining consumer reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    17. Nekmahmud, Md. & Naz, Farheen & Ramkissoon, Haywantee & Fekete-Farkas, Maria, 2022. "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    18. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Shankar, Amit & Jebarajakirthy, Charles & Ashaduzzaman, Md, 2020. "How do electronic word of mouth practices contribute to mobile banking adoption?," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    20. Zhou, Qingji & Lim, Fong Jie & Yu, Han & Xu, Gaoqian & Ren, Xiaoyu & Liu, Dan & Wang, Xiangxin & Mai, Xinda & Xu, Hong, 2021. "A study on factors affecting service quality and loyalty intention in mobile banking," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919310434. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.