I found today (thanks to Heikki Kauma, a colleague of mine) a Finnish study on eCommerce related issues. It’s a Master’s thesis from Anna Kiiskinen and published April this year (only in Finnish, but there’s an abstract in English too). The goal of the study is to find the main reasons for Finnish consumers not to actively shop over web. As such it’s an interesting read. Some of the references are fairly old, from the end of 90’s, and therefore probably not directly applicable anymore. However, keeping that in mind the study offers some interesting results and ideas. At least it lead me to think what could be done better within eCommerce, by shops or service providers, to attract more active users.