Differences between e-commerce buyers and non-buyers in Colombia: The moderating effect of educational level and socioeconomic status on electronic purchase intention
Diferencias entre compradores y no compradores en el comercio electrónico en Colombia: El efecto moderador del nivel educativo y del estado socio-económico en la intención de compra electrónica
Palabras clave:
e-commerce, UTAUT, purchase, Colombia, moderators, socioeconomic status, educational level (en)comercio electrónico, UTAUT, compra, Colombia, moderadores, nivel socioeconómico, nivel educativo (es)
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Este estudio explora las diferencias entre compradores y no compradores en la adopción de la intención de compra electrónica en Colombia. Basado en la Teoría Unificada de Aceptación y Uso de la Tecnología (UTAUT), se establece un modelo teórico que incluye cinco variables: Expectativas de Rendimiento, Expectativas de Esfuerzo, Influencia Social, Condiciones Facilitantes y Riesgo. Los resultados empíricos obtenidos de una muestra final de 1.836 encuestas, resaltan la alta importancia de las Expectativas de Rendimiento que puede dar este canal comercial para ambos grupos, así mismo la Influencia Social es otro factor determinante de la compra electrónica. Así mismo, se realizó un estudio exploratorio del efecto moderador del nivel de estudios y nivel socioeconómico para cada grupo, encontrándose fuertes indicios de influencia de estas variables demográficas, lo cual permite suponer como conclusión de gran aporte para este país, que el acceso a la compra electrónica esta relacionada fuertemente con el estatus social.
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