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dc.creatorDakduk,Silvana
dc.creatorter Horst,Enrique
dc.creatorSantalla,Zuleyma
dc.creatorMolina,German
dc.creatorMalavé,José
dc.date2017-05-01
dc.date.accessioned2019-04-25T12:42:01Z
dc.date.available2019-04-25T12:42:01Z
dc.identifierhttps://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000200002
dc.identifier.urihttp://revistaschilenas.uchile.cl/handle/2250/61286
dc.descriptionOnline shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.
dc.formattext/html
dc.languageen
dc.publisherUniversidad de Talca
dc.relation10.4067/S0718-18762017000200002
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourceJournal of theoretical and applied electronic commerce research v.12 n.2 2017
dc.subjectIntention
dc.subjectAttitude
dc.subjectInternet
dc.subjectE-purchase
dc.subjectE-commerce
dc.subjectE-customers
dc.subjectBayesian
dc.subjectMCMC
dc.titleCustomer Behavior in Electronic Commerce: A Bayesian Approach


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