Predictors of e-service Consumption in a Highly Productive Brazil-Russia-India-China-South Africa Region Sample

Abstract

The authors investigated consumer e-commerce behavior in a Brazil-Russia-India-China-South-Africa (BRICS) region from a socio-cultural perspective. BRICS countries are important to study because they have a large population representative of other global e-services markets, they account for 40% of the world's population, 26% of the world's land and approximately a third of the world's gross domestic economic e-commerce production, plus residents are habitual consumers of mobile technology like smartphones. A binary logistic regression model revealed that young educated consumer satisfaction with e-services, e-service happiness, positive feelings and e-service pleasant feelings, but not e-service excitement, could predict purchase behavior. The model correctly classified 87.3% of the e-commerce consumers using two factors and a second model with one factor correctly categorized 90.5% of them. These results are important for managers and academics to consider.