Consumer purchase behaviour in electronic commerce: main barriers

Several studies have been conducted on consumer purchase behaviour in electronic commerce. Most of these studies have attempted to identify factors influencing purchase behaviour and intentions in electronic commerce. However, with a growing number of consumers making purchases in electronic commerce, many people have not shopped in this online market due to uncertainties and perceived risks associated with online purchase transactions. This article seeks to identify the main barriers preventing consumers from making electronic commerce purchases and why they continue to resist this new technology. The collected data (n = 978) were analysed using structural equation modelling (SEM), demonstrating the importance of trust and perceived risk in deciding whether to buy electronic commerce. The results of this study are expected to help retailers' direct strategies to lower the main barriers that can affect the decision-making of potential consumers.