...). Because of the increase in e-commerce activities, it is important to recognize factors that affect consumers’ intention to buy online; recent conceptual and empiric researchers have looked at online buying behaviour for e-commerce applications and industries in more depth, especially in the sense...

...’ self-effectiveness, encouragement and innovation thinking (i.e. observed comparative advantage, complexity and compatibility) of business-to-customer firms in e-commerce. Future research studying these constructs could improve the understanding of success factors for e-commerce firms. The model used...