In this book, the drivers and barriers that motivate or inhibit
consumers to participate in e-commerce are investigated, differentiating
between the e-commerce subareas of cross-border e-commerce,
voice-commerce, conversational-commerce and rental-commerce. This
specification is both scientifically and practically relevant, as the
different subareas of e-commerce serve different consumer needs and
motivations, resulting in a diverse set of antecedents to form
consumers' online shopping intentions. Both the respective literature
reviews as well as the empirical results of six conducted research
studies illustrate the relevance and ubiquity of the four subareas of
e-commerce in consumers' everyday online shopping. On the one hand, the
results represent an important basis for marketing and consumer research
to support a better understanding of the behavioral psychological
motives of consumers and better evaluate correlations in shopping
behavior. On the other hand, practitioners benefit from the newly gained
insights, as online retailers in particular can use them to better adapt
their offers to consumer needs and optimize consumers' online shopping
experience.