Contributions to the segmentationof e-commerce nonusers:clustering the reasonsnot to shop online

Autores/as

DOI:

https://doi.org/10.1108/REGE-06-2022-0087

Palabras clave:

Consumer behavior, Online shopping, Non-shopper segmentation, Electronic market, Retailin, Shopping preferenc

Resumen

Purpose

The purpose is to investigate whether Brazilian e-commerce nonusers all have the same reasons not to purchase online or whether different behavior patterns might lead them to cluster in different groups.

Design/methodology/approach

This study carried out cluster analyses on a large sample (N = 9,065) from a nationwide survey on the use of information and communication technology in Brazil.

Findings

Three clusters of e-commerce nonusers were identified: the first cluster is quite reluctant; the second is characterized by disbelief in e-commerce; and the last cluster includes members who must see a product to believe it. Overall, nonusers have different reasons not to shop online, but they also share some similarities in this regard. Furthermore, socioeconomic factors do not seem to affect their behavior. The findings suggest that merchants’ failure to attract customers’ attention and tangibility are the major barriers to e-commerce use.

Practical implications

Even though nonusers have different reasons not to shop online, the key pattern that emerges is the value of tangibility for these individuals, which is a barrier present in all three clusters. This suggests that current marketing strategies and advertisements are ineffective to reach these consumers. Vendors should therefore try different approaches.

Originality/value

The findings contribute to the information systems (IS) literature by bringing a new perspective to the understanding of e-commerce rejection in addition to having managerial implications that involve strategies to attract potential users based on their specificities.

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Publicado

2024-07-11

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Article

Cómo citar

Contributions to the segmentationof e-commerce nonusers:clustering the reasonsnot to shop online. (2024). REGE Revista De Gestão, 31(2). https://doi.org/10.1108/REGE-06-2022-0087