Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era

نویسندگان

چکیده

The increase in the widespread use of e-commerce reveals a greater tendency towards online shopping. objective this research is to analyze drivers and barriers channel usage intention their implications for physical channels, based on modification UTAUT2 model, as well identify relevant segments consumers versus shoppers post-COVID-19 era, using Hierarchical Tree Regression applying CHAID method through an questionnaire final sample 491 Portuguese 345 Spanish users. results confirm differences adoption electronic channels between two countries, absence influence most socio-demographic variables intention, importance behavioral definition both populations. Finally, strategic recommendations are made each identified groups improve platforms.

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ژورنال

عنوان ژورنال: Journal of Business Research

سال: 2023

ISSN: ['1873-7978', '0148-2963']

DOI: https://doi.org/10.1016/j.jbusres.2022.113622