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Creencias normativas y confianza: una adaptación del modelo de aceptación tecnológica al e-commerce durante la pandemia por COVID-19 en Ecuador
Regulatory Beliefs And Trust: Adaptation Of The Technological Acceptance Model To E-Commerce During The COVID-19 Pandemic In Ecuador
Crenças normativas e confiança: uma adaptação do modelo de aceitação tecnológica ao e-commerce durante a pandemia da covid-19 no Equador
DOI:
https://doi.org/10.15446/innovar.v32n86.104666Keywords:
comportamiento del consumidor, confianza, e-commerce, SEM-PLS, TAM (es)Consumer behavior, trust, e-commerce, SEM-PLS, TAM (en)
comportamento do consumidor, confiança, e-commerce, SEM-PLS, TAM (pt)
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A pesar de que el comercio electrónico actualmente manifiesta un constante crecimiento debido a las medidas de confinamiento por la pandemia por covid-19, todavía son escasos los estudios de su aceptación en el entorno ecuatoriano. Esta investigación analiza la intención de uso del e-commerce en los consumidores ecuatorianos, mediante el modelo de aceptación tecnológica adaptado a las variables de creencias normativas y confianza. El instrumento de investigación fue aplicado a 360 personas y los resultados fueron analizados mediante la técnica sem-pls. Los resultados muestran que la confianza percibida no influye significativamente en la intención de uso del e-commerce, mientras que las creencias normativas y la competencia en los dispositivos electrónicos son los factores que más intervienen en la decisión del usuario. Este resultado profundiza el análisis del efecto de la pandemia en la familiaridad de utilizar los medios digitales y concluye que el e-commerce fue adoptado porque el comprador no tenía alternativas en régimen de confinamiento; además, la falta de confianza podría motivar a regresar al comercio tradicional cuando los compradores tengan la posibilidad. Por esta razón, es necesario que las empresas optimicen sus prácticas digitales y las relaciones con los consumidores para brindar la confianza que todavía el consumidor ecuatoriano no recibe.
Although e-commerce currently shows constant growth due to lockdown measures implemented to face the covid-19 pandemic, there are few studies of its acceptance in Ecuador. This research analyzes Ecuadorian consumers’ intention towards e-commerce usage through the technology acceptance model adapted to normative beliefs and trust variables. The research instrument was applied to 360 people, and the results were analyzed using the pls-sem technique. Results show that perceived trust does not significantly influence the intention to use e-commerce. At the same time, regulatory beliefs and competition in electronic devices are the factors that most influence the user’s decision. This result expands on the analysis of the effect of the pandemic on the familiarity of using digital media and concludes that e-commerce was adopted because the shopper had no alternatives in a lockdown context. Moreover, the lack of confidence could motivate a return to traditional commerce when shoppers can. For this reason, companies should optimize their digital practices and relations with consumers to provide the confidence the Ecuadorian consumer is yet to receive.
embora o comércio eletrônico atualmente manifeste um constante crescimento devido às medidas de confinamento devido à pandemia ocasionada pela covid-19, ainda são escassos os estudos de sua aceitação no contexto equatoriano. Nesta pesquisa, é analisada a intenção de uso do e-commerce nos consumidores equatorianos, mediante o modelo de aceitação tecnológica adaptado às variáveis de crenças normativas e confiança. O instrumento de pesquisa foi aplicado a 360 pessoas e os resultados foram analisados mediante a técnica SEM-PLS. Os resultados mostram que a confiança percebida não influencia significativamente na intenção de uso do e-commerce, enquanto as crenças normativas e a competência dos dispositivos eletrônicos são os fatores que mais intervêm na decisão do usuário. Este resultado aprofunda a análise do efeito da pandemia na familiaridade de utilizar os meios digitais e conclui que o e-commerce foi adotado porque o comprador não tinha alternativas em regime de confinamento; além disso, a falta de confiança poderia motivar a regressar ao comércio tradicional quando os compradores tivessem a possibilidade. Por essa razão, é necessário que as empresas otimizem suas práticas digitais e as relações com os consumidores para oferecer a confiança que ainda o consumidor equatoriano não tem.
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