Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era
Open accessAbstract
The increase in the widespread use of e-commerce reveals a greater tendency towards online shopping. The objective of this research is to analyze the drivers and barriers of online channel usage intention and their implications for physical channels, based on a modification of the UTAUT2 model, as well as to identify the relevant segments of e-commerce consumers versus physical shoppers in the post-COVID-19 era, using Hierarchical Tree Regression applying the CHAID method through an online questionnaire on a final sample of 491 Portuguese and 345 Spanish users. The results confirm the differences in the adoption of the use of electronic channels between the two countries, the absence of influence of most socio-demographic variables on intention, and the importance of behavioral variables in the definition of segments in both populations. Finally, strategic recommendations are made for each of the identified groups to improve the intention to use e-commerce platforms.
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Empirical studies in e-commerce, healthcare, and internet banking have consistently demonstrated that trust increases technology adoption.
“Empirical studies in a variety of contexts, including e-commerce, healthcare, and internet banking, have consistently demonstrated the importance of trust in increasing technology adoption [3,30,64].”
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Impact of digital burnout on the use of digital consumer platforms
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- Authors
- Higueras-Castillo, E., Liébana-Cabanillas, F. J., & Villarejo-Ramos, Á. F.
- Affiliations
- Universidad de Granada (ES)
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2023-03
- Volume
- 157
- Pages
- 113622
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W4313399910
- Cited by
- 84
- References
- 7
- Citations by year
- 2026: 12 · 2025: 18 · 2024: 35 · 2023: 18 · 2022: 1
- FWCI
- 21.27
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Business Research (publishedVersion, cc-by-nc-nd)
- Institutional Repository of the University of Granada (University of Granada) (submittedVersion, cc-by-nc-nd)
- RePEc: Research Papers in Economics (submittedVersion)
- Deposito de Investigacion Universidad de Sevilla (University of Seville) (submittedVersion, cc-by-nc-nd)
- Funders
- Universidad de Sevilla
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- e-commerce adoption, online purchase intention, UTAUT2, customer segmentation, behavioral factors, sociodemographic factors
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