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Influencia de la seguridad y la confianza como antecedentes de la aceptación y uso del comercio electrónico
INFLUENCE OF SECURITY AND TRUST AS ANTECEDENTS TO THE ACCEPTANCE AND USE OF ELECTRONIC COMMERCE
INFLUÊNCIA DA SEGURANÇA E DA CONFIANÇA COMO ANTECEDENTES DA ACEITAÇÃO E DO USO DO COMÉRCIO ELETRÔNICO
DOI:
https://doi.org/10.15446/innovar.v34n91.110010Palabras clave:
Comercio electrónico, ecuaciones estructurales, consumidor, seguridad, confianza (es)E-commerce, trust, consumer, structural equations, security (en)
comércio eletrônico, confiança, consumidor, equações estruturais, segurança (pt)
El comercio Business to Consumer (B2C) va en aumento y en la decisión de usar este canal intervienen diferentes factores. En este contexto, la seguridad es una de las mayores preocupaciones del consumidor online siendo el principal antecedente para generar confianza en las compras por Internet. Para estudiarlos, la teoría de aceptación de las tecnologías es base para proponer un modelo conceptual sobre el tema, por lo que el objetivo de la investigación es analizar la influencia de la seguridad y la confianza del cliente mexicano en la aceptación del comercio electrónico. El método aplicado fue el modelado de ecuaciones estructurales y se analizó una muestra de datos de 1.060 cuestionarios recopilados. Los resultados evidencian que la seguridad y la confianza tienen una influencia significativa en la aceptación del B2C. La originalidad de este estudio se centra en la combinación de la seguridad y la confianza como factores externos del modelo TAM, y se desprenden conclusiones relacionadas con la importancia de implementar mecanismos de autenticación, confidencialidad y autenticidad de datos, así como del papel importante de los certificadores externos que contribuyen a la confianza del cliente que pueden ayudar a la empresa a gestionar mejor el canal online y, con ello, elevar el uso del comercio electrónico en una economía emergente. Por último, se abordan algunas limitaciones y futuras líneas de investigación.
Business-to-consumer (B2C) trade is on the rise, and various factors come into play in the decision to use this channel. In this context, security is one of the main concerns for online consumers, serving as the primary precursor to building trust in Internet purchases. The Technology Acceptance Model (tam) is the foundation for studying these factors and proposing a conceptual model on the subject. Therefore, the objective of this research is to analyze the influence of security and trust on the acceptance of electronic commerce among Mexican customers. Structural equation modeling was the method adopted for analyzing a data sample of 1,060 questionnaires. Findings reveal that security and trust have a significant influence on B2C acceptance. The uniqueness of this study lies in the combination of security and trust as external factors of the tam model, leading to conclusions related to the importance of implementing authentication, data confidentiality, and authenticity mechanisms. Additionally, our study highlights the significant role of external certifiers in contributing to customer trust, which could help companies better manage online channels and, consequently, increase the use of electronic commerce in emerging economies. This work also addresses some limitations in studying the issue and suggests future lines of research on the subject.
O business to consumer (B2C) está aumentando e diferentes fatores estão envolvidos na decisão de usar esse canal. Nesse contexto, a segurança é uma das principais preocupações do consumidor on-line e é o principal antecedente para criar confiança nas compras on-line. Para estudá-los, a teoria da aceitação de tecnologias é a base para a proposição de um modelo conceitual sobre o assunto, de modo que o objetivo da pesquisa é analisar a influência da segurança e da confiança do cliente mexicano na aceitação do comércio eletrônico. O método aplicado foi a modelagem de equações estruturais e foi analisada uma amostra de dados de 1.060 questionários coletados. Os resultados mostram que a segurança e a confiança têm uma influência significativa na aceitação do comércio eletrônico B2C. A originalidade deste estudo se concentra na combinação de segurança e confiança como fatores externos do modelo TAM, e são tiradas conclusões sobre a importância da implementação de mecanismos de autenticação, confidencialidade e autenticidade de dados, bem como sobre o importante papel dos certificadores externos que contribuem para a confiança do cliente, o que pode ajudar a empresa a gerenciar melhor o canal on-line e, assim, aumentar o uso do comércio eletrônico em uma economia emergente. Por fim, são abordadas algumas limitações e futuras linhas de pesquisa.
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