E-Commerce: an analysis of the factors that antecede purchase intentions in an emerging market

Abstract

The objective of this study is to analyze the antecedents of purchase intention in e-commerce in an emerging market (Brazil). For this, we use new approaches in the constructs to adequately portray the characteristics of the Brazilian market. We conduct a survey with 345 e-commerce users. The results suggest that purchase intention can be influenced negatively by a lack of consumer trust and positively by website identification and website quality. They also suggest that lack of consumer trust is influenced positively by perceived risk and consumer resistance to innovativeness, and negatively by past experience. Moreover, the findings indicate that perceived risk suffers a positive effect from consumer resistance to innovativeness and a negative effect from past experience.