Cash on Delivery as a Determinant of E-Commerce Growth in Emerging Markets

Abstract

Buyers have values and risks affecting their online purchase behavior. This study captures cash on delivery, an online payment method found in emerging markets, as a moderator between utilitarian and hedonic value, perceived risks, and online purchase intention. A survey on a sample of 365 respondents from Egypt is utilized. Results show that cash on delivery increases hedonic value, yet does not affect utilitarian value or risks. Understanding consumers in different regions helps practitioners develop correct strategies for survival in global markets. Marketing researchers would benefit by developing models that are more comprehensive of consumer behavior in diverse regions.