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


  • Juan F. Tavera Mesías
  • Juan C. Sánchez Giraldo
  • Bernardo Ballesteros Díaz


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.

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  • 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

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    More about this item


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

    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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