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Drivers and inhibitors to E-Commerce adoption: Exploring the rationality of consumer behavior in the electronic marketplace

Drivers and inhibitors to E-Commerce adoption: Exploring the rationality of consumer behavior in the electronic marketplace,Bill Anckar

Drivers and inhibitors to E-Commerce adoption: Exploring the rationality of consumer behavior in the electronic marketplace   (Citations: 1)
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This research reports on the findings of a mail consumer survey conducted in Finland to (i) build an understanding of the rationales for adopting or rejecting the Internet and e- commerce by consumers, and to (ii) explore the relationship between e-commerce adoption decisions and perceived channel value, seen as the balance of power between the overall benefits that are likely to accrue by using the Internet, and the overall barriers encountered to using it or to deriving the sought benefits. Identifying the primary drivers and inhibitors to Internet and e-commerce adoption, and showing that e-commerce adoption/rejection is based on rational consumer behavior when seen from the proposed value perspective, the study contributes to and extends our understanding of the Internet as a medium for commercial use in the B2C arena.
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    • ...It has been suggested that the somewhat disappointing e-commerce growth figures reflect the fact that the online services, systems and interfaces offered in the early years of e-commerce were not advanced enough to generate true customer value and drive consumers towards Internet commerce [2]...
    • ...Anckar [2] used consumer survey data revealing an intention by a significantly growing number of consumers to abandon high street travel agencies, also showing that the emergence of travel reservation services through mobile electronic channels is likely to reinforce and expedite the disintermediation phenomenon by attracting a large portion of the many non-shopping Internet users to the electronic marketplace...

    Pirkko Waldenet al. A Reassessment of the Efficacy of Self-Booking in Travel

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