Factors and Strategies Affecting Consumers’ Purchase Intention in B2C e-Commerce

摘要

The rise of e-Commerce competitiveness has forced e-Commerce providers to expand their sales. Consequently, they need to recognize factors and strategies affecting consumers' willingness to purchase. Therefore, an investigation has been conducted to identify these factors particularly in B2C e-Commerce in Indonesia. It is also required to develop appropriate strategies as a follow up. Desk research was administered to study relevant books, research papers, reports, and Websites. Among those, 16 publications from 2 databases have been investigated. The findings pinpoint 9 affecting factors as well as related strategies to improve popularity and sales in B2C e-Commerce.