Motivations for Non-experienced Electronic Commerce User

There is countless researches focus on electronic commerce (EC) Web site use intention, but most of them only emphasize on experienced user but not non-experienced users. According to MIC report, there are 23% internet users who still have no EC experience. Why they don't use EC yet? If we can make them to use EC, then the EC market share will increase. In this study, we use interactive qualitative analysis approach (IQA) to draw non-experienced EC users' mindmap to understand why they still not use yet and how can we let non-experienced EC users to become EC users. IQA approach is not only a method of qualitative gathering data but also a quantitative analysis method. The result of this study have some suggestions for web site management such as make EC website ease to use and how to collaborate with real store to reduce inconvenience feeling. Also, some implications are discussed.