The Impact of Socioeconomic and Demographic Factors on the Individual Use of E-Commerce in Brazil: Evidence of the Digital Divide

Figueiredo, Júlio César Bastos de; Barbosa, Raul Afonso Pommer; Silva, Gabriel Nery da

doi:10.1504/ijbis.2022.10049394

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“…, 2009), social influence (Mainardes et al. , 2020), brand image (Laukkanen, 2016), computer literacy (Swinyard & Smith, 2003) and area of residence (Nery-da-Silva, Barbosa, & Figueiredo, in press; Zhu & Chen, 2013) are examples of restrictions that lead people to avoid shopping online or adopt some technologies. Thus, the variables H3_E1, G1 and I1 were grouped to form the indicator “operational difficulty,” which consisted of the sum of the variables (range: 0–3).…”

Section: Methodsmentioning

confidence: 99%

Contributions to the segmentation of e-commerce nonusers: clustering the reasons not to shop online

Silva

Araújo²,

Meirelles

2023

REGE

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PurposeThe purpose is to investigate whether Brazilian e-commerce nonusers all have the same reasons not to purchase online or whether different behavior patterns might lead them to cluster in different groups.Design/methodology/approachThis study carried out cluster analyses on a large sample (N = 9,065) from a nationwide survey on the use of information and communication technology in Brazil.FindingsThree clusters of e-commerce nonusers were identified: the first cluster is quite reluctant; the second is characterized by disbelief in e-commerce; and the last cluster includes members who must see a product to believe it. Overall, nonusers have different reasons not to shop online, but they also share some similarities in this regard. Furthermore, socioeconomic factors do not seem to affect their behavior. The findings suggest that merchants’ failure to attract customers’ attention and tangibility are the major barriers to e-commerce use.Practical implicationsEven though nonusers have different reasons not to shop online, the key pattern that emerges is the value of tangibility for these individuals, which is a barrier present in all three clusters. This suggests that current marketing strategies and advertisements are ineffective to reach these consumers. Vendors should therefore try different approaches.Originality/valueThe findings contribute to the information systems (IS) literature by bringing a new perspective to the understanding of e-commerce rejection in addition to having managerial implications that involve strategies to attract potential users based on their specificities.

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