Exploring the Attitudes and Intentions of Non-shoppers in the Acceptance of e-Commerce

摘要: Acceptance of online shopping adoption by individuals has been a concerning issue for researchers in the past decade. However, most research focused evaluating attitudes and intention to use electronic commerce from shoppers' perspective, neglecting analyze behavior those who have not adopted e-commerce yet: non- shoppers. The objective this study is explore evaluate non-shoppers' segment towards acceptance business-to-consumer (B2C-EC). theoretical foundations are provided Technology Model (TAM) Innovations Diffusion Theory (IDT), with addition specific factor related nature B2C-EC: product offering channel. This framework leads an attitudinal/behavioral model which seeks identify factors perceived non-shoppers as important B2C-EC. validated data 995 Spanish using partial least squares (PLS) technique. Findings analysis results show that usefulness, compatibility affect positively attitude B2C-EC their it. Among these factors, stands out relevant foster among non-shoppers. Other implications theory practice discussed final section.