Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory analysis

摘要: The barriers and drivers of e-shopping, as well segmentation behavior e-shoppers, have been long studied in the last two decades, but non-shoppers business-to-consumer (B2C) e-commerce is still an open field for research which has seldom dealt with. Our exploratory study its main objective classification B2C based on keep deterring them from purchasing Internet might lead to engage e-shopping. In order achieve this goal, data was gathered 1499 Spanish respondents a nationwide household panel survey. responses were analyzed using latent class analysis (LCA) approach results show four different types online shopping, while six groups identified start shopping Internet. Implications practice findings are discussed final section.