Barriers to Implementing B2C Method of E-Commerce for City of Yazd in Iran

The potential of internet has been expanded rapidly toward using e-commerce in many countries. Ecommerce has become popular as many people come to understand its convenience and its quick respond to requests and as more products and services become available. This inductive interview-based study aims at identifying and assessing the significant barriers in business-to-consumer (B2C) electronic commerce in city of Yazd in Iran and addresses the proper solutions for its improvement. An exploratory study was conducted to investigate the barriers to implementing e-commerce. The basic work for this study was done by interview and distributing questionnaires in addition to books and journal reviews. A questionnaire was designed for use of regular people as users of e-commerce. Data were collected through a questionnaire distributed to different people. Implications of the findings were discussed and recommendations for future studies were included for this research work. The results obtained show that required knowledge (Internet, computer, education and English) toward B2C e-commerce are the main barriers of the intention to shop on the Net. On the contrary, trust to suppliers (Vendors) and low speed of internet are other major problems.