Drivers of consumer adoption of e-Commerce: A meta-analysis

Zerbini, Cristina; Bijmolt, Tammo H. A.; Maestripieri, Silvia; Luceri, Beatrice

doi:10.1016/j.ijresmar.2022.04.003

Cited by 29 publications

(39 citation statements)

References 125 publications

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“…While the pandemic has accelerated the adoption of e‐commerce, showrooming, webrooming, and omnichannel studies are research areas that have interested researchers for several years. These studies include exploring the drivers of consumer adoption of e‐commerce (Zerbini et al, 2022), investigating online experiences shaping webrooming behavior (Schiessl et al, 2023), and examining the cross‐shopping behavior, specifically showrooming and webrooming in a developing nation context (Roy et al, 2022).…”

Section: Science Mapping Results and Discussionmentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

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Section: Science Mapping Results and Discussionmentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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show abstract

“…They trust e-commerce and feel safe and secure when shopping online. The only drawback that is highlighted by consumers and that somewhat distracts them from online shopping is the desire to see the product before buying it, which is part of the 16 drivers of behavior outlined by Zerbini et al (2022). If the results obtained by consumers on the advantages of ecommerce and the results on the disadvantages of e-commerce are compared, it can be determined that the advantages offered by e-commerce are far greater than the disadvantages.…”

Section: Research Resultsmentioning

confidence: 99%

E-Commerce as a Revenue Generator for Small and Medium Companies in Developing Countries

Kiselicki

Kirovska²,

Josimovski³

et al. 2022

Economics and Culture

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Research purpose. The subject of this paper is the role of e-commerce for companies in increasing their competitive advantage in the market during and after the pandemic. The paper monitors the digital transformation and e-commerce implementations in a developing country (North Macedonia) and whether this can lead to a better position in the market. Design / Methodology / Approach. The design of the research contained both a literature review from relevant secondary sources, as well as primary research through empirical analysis. The empirical analysis was performed through a survey questionnaire containing 28 questions of open and closed nature, including a five-point Likert Scale. The data was subject to quantitative and qualitative analysis and presented in the paper. Findings. E-commerce has been seen as the future of shopping; however, due to the pandemic, the adoption rates increased significantly in the past two years. Primary data from the research shows that consumers in developing countries are open to online shopping, with satisfied trust and security parameters. The research implies that companies can safely implement e-commerce by following several important aspects to ensure customer interest in converting to their e-stores. Originality / Value / Practical implications. The paper contributes to the e-commerce research field by providing newer data after a global situation-changer, such as the pandemic. The research data can be utilized to compare statistics and generate trends for developing countries in further research, as well as broader usage for customer preferences from other academics and the business sector.

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“…Third, for some of the moderators, the number of cases/studies in a category appears to be low (e.g., H14.1c). However, it is important to note that a minimum of three effect sizes for one or more conditions in a categorical moderator are adequate to perform moderation analysis (Blut et al, 2021; Kranzbühler et al, 2019; Zerbini et al, 2022). Additionally, in previous meta‐analyses, researchers have found significant moderating effects of some other methodological moderators, such as research methods (survey vs experiment) (Maseeh, Jebarajakirthy, Pentecost, Ashaduzzaman, et al, 2021).…”

Section: Limitations Future Research Directions and Conclusionmentioning

confidence: 99%

Artificial intelligence in marketing: A meta‐analytic review

Mehta¹,

Jebarajakirthy

Maseeh

et al. 2022

Psychology and Marketing

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This study synthesizes the artificial intelligence literature into a Meta-analytic framework based on the theory of reasoned action and the unified theory of acceptance and use of technology 2, and examines concrete relationships between the constructs of this framework. This meta-review also performed a moderation analysis to investigate the possible reasons for inconsistent findings across studies.The findings suggest that three methodological moderators (sample type, gender dominance, and publication type), and one contextual moderator (level of country's technology advancement) lead to inconsistencies in the relationships between study constructs. Academically, this review synthesizes the artificial intelligence literature and resolves inconsistencies in the literature and also adds constructs to both theory of reasoned action and the unified theory of acceptance and use of technology 2.

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Drivers of consumer adoption of e-Commerce: A meta-analysis

Cited by 29 publications

References 125 publications

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

E-Commerce as a Revenue Generator for Small and Medium Companies in Developing Countries

Artificial intelligence in marketing: A meta‐analytic review

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