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Perceived Barriers to E-commerce: Empirical Evidence from EU Countries


  • Vanja Simicevic

    () (Department of Sociology, Centre for Croatian Studies - University of Zagreb)

  • Bozidar Jakovic

    (Department of Informatics, Faculty of Economics and Business - University of Zagreb)

  • Josip Jezovita

    (Department of Sociology, Centre for Croatian Studies - University of Zagreb)


Internet usage is growing rapidly among the world. Furthermore, Internet usage is widely accepted among EU countries' citizens. In this paper intend is to research to what extent Internet sales by individuals is influenced by the barriers people perceive to buying/ordering over the Internet, using of Internet, and level of computer/Internet skills them posses. A data source for that research Eurostat database will be used. For investigating the research question the multiple linear regression models will be applied. As dependent variable percentage of individuals who used Internet for buying goods and/or services within last 3 months will be used. As independent variables following will be used: (1) perceived barriers are used for analysis, (2) level of computer skills, (3) level of Internet skills, and (4) level of Internet usage. The percentage of the individuals who bought goods/services over the Internet within last 3 months and factors: giving personal details over the Internet, level of necessary computer usage skills, and lack of necessary computer usage skills have been found to be statistically significant. In this research both hypotheses can be accepted, thus confirming that buying over the Internet in EU countries is influenced both by the level of individuals' skills and the level of perceived barriers.

Suggested Citation

  • Vanja Simicevic & Bozidar Jakovic & Josip Jezovita, 2013. "Perceived Barriers to E-commerce: Empirical Evidence from EU Countries," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage:, vol. 11(1), pages 123-130.
  • Handle: RePEc:zna:indecs:v:11:y:2013:i:1:p:123-130

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    References listed on IDEAS

    1. Ruiz-Mafé, Carla & Sanz-Blas, Silvia & Aldás-Manzano, Joaquín, 2009. "Drivers and barriers to online airline ticket purchasing," Journal of Air Transport Management, Elsevier, vol. 15(6), pages 294-298.
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    More about this item


    e-commerce; online sale; internet; European Union; regression analysis;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes


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