Understanding Diverse E-commerce Behavior in Emerging Markets

This study aims to examine the factors influencing online purchase intentions in emerging markets and to explore distinct consumer segments based on these factors. Utilizing the Theory of Planned Behavior and PLS-SEM, the research analyzes data from 1596 participants collected through a structured questionnaire. Additionally, the Pathmox algorithm identifies three unique behavioral patterns, segmenting consumers based on household demographics, including the number and age of children. The results indicate that 70% of the variance in online purchase intentions can be explained by attitude, perceived behavioral control, subjective norms, and perceived trust, with the influence of these factors varying across different segments. In the first two segments, the variance in shopping intentions is explained by the same set of factors but with different weights - 73% and 62%, respectively. In the third segment, the variance is explained solely by attitude and subjective norms, accounting for 69%. These findings suggest that a one-size-fits-all approach is unsuitable for emerging markets, highlighting the need for tailored marketing strategies. This study is pioneering in e-commerce research, leveraging the Pathmox algorithm to elucidate the complex interplay of consumer attitudes and demographics in shaping online shopping behavior.