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Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín

Author

Listed:
  • Juan F. Tavera Mesías

    ()

  • Juan C. Sánchez Giraldo
  • Bernardo Ballesteros Díaz

    ()

Abstract

El e-Commerce es un fenómeno creciente en Latinoamérica y Colombia por lo que el estudio de su aceptación tecnológica es de alta importancia académica y empresarial. El objetivo de este artículo es identificar los antecedentes de la intención de uso de e-Commerce en Colombia. El Modelo deAceptación Tecnológica (TAM), es complementado en este estudio con los constructos de Confianza y Seguridad Percibida para proponer un modelo ajustado al caso colombiano. Dicho modelo es contrastado empíricamente con una muestra de consumidores de la ciudad de Medellín. Se evidencia la importancia de la confianza y la utilidad percibida como antecedentes directos de la intención de uso del e-Commerce. Los resultados llenan vacíos existentes en la literatura sobre el e-Commerce en Colombia y permiten identificar implicaciones empresariales relevantes para el desarrollo de actividades comerciales a través de la Internet.

Suggested Citation

  • Juan F. Tavera Mesías & Juan C. Sánchez Giraldo & Bernardo Ballesteros Díaz, 2011. "Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín," REVISTA FACULTAD DE CIENCIAS ECONÓMICAS, UNIVERSIDAD MILITAR NUEVA GRANADA, December.
  • Handle: RePEc:col:000180:011671
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    References listed on IDEAS

    as
    1. Edward J. Garrity & Joseph B. O’Donnell & Yong Jin Kim & G. Lawrence Sanders, 2007. "An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 5(4), pages 18-38, October.
    2. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    3. Robinson, Leroy Jr. & Marshall, Greg W. & Stamps, Miriam B., 2005. "Sales force use of technology: antecedents to technology acceptance," Journal of Business Research, Elsevier, vol. 58(12), pages 1623-1631, December.
    4. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    5. Kiku Jones & Lori N.K. Leonard, 2007. "Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 5(4), pages 39-54, October.
    6. repec:eee:touman:v:32:y:2011:i:2:p:256-265 is not listed on IDEAS
    7. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    8. Xiaoni Zhang & Victor R. Prybutok & Chang E. Koh, 2006. "The Role of Impulsiveness in a TAM-Based Online Purchasing Behavior," Information Resources Management Journal (IRMJ), IGI Global, vol. 19(2), pages 54-68, April.
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    More about this item

    Keywords

    E-Commerce; Comercio electrónico; Aceptación tecnológica; Tam; Comportamiento en línea.;

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L99 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Other
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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