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The barriers and drivers of e-shopping, as well as segmentation and behavior of e-shoppers, have been long studied in the last two decades, but the behavior of non-shoppers in business-to-consumer (B2C) e-commerce is still an open field for research which has seldom been dealt with. Our exploratory study has as its main objective the classification of non-shoppers in B2C e-commerce based on the barriers...
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