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Antecedents and consequents of consumers not adopting e-commerce

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  • 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
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    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.
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    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).

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