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| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidad de Talca
2017
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| Online Access: | https://www.redalyc.org/articulo.oa?id=96551050002 |
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Table of Contents:
- Customer Behavior in Electronic Commerce: A Bayesian Approach Silvana Dakduk Enrique ter Horst Zuleyma Santalla German Molina José Malavé Multidisciplinaria (Ciencias Naturales y Exactas) MCMC Attitude Internet purchase commerce Online 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 behavi or, 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. 2017 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96551050002 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.2 Vol.12