Differences between e-commerce buyers and non-buyers in Colombia: The moderating effect of educational level and socioeconomic status on electronic purchase intention

Abstract

Este estudio explora las diferencias entre compradores y no compradores en la adopción de la intención de compra electrónica en Colombia. Basado en la Teoría Unificada de Aceptación y Uso de la Tecnología (UTAUT), se establece un modelo teórico que incluye cinco variables: Expectativas de Rendimiento, Expectativas de Esfuerzo, Influencia Social, Condiciones Facilitantes y Riesgo. Los resultados empíricos obtenidos de una muestra final de 1.836 encuestas, resaltan la alta importancia de las Expectativas de Rendimiento que puede dar este canal comercial para ambos grupos, así mismo la Influencia Social es otro factor determinante de la compra electrónica. Así mismo, se realizó un estudio exploratorio del efecto moderador del nivel de estudios y nivel socioeconómico para cada grupo, encontrándose fuertes indicios de influencia de estas variables demográficas, lo cual permite suponer como conclusión de gran aporte para este país, que el acceso a la compra electrónica esta relacionada fuertemente con el estatus social.

Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust

“…When consumers buy a product for the first time, their purchase decision is based on the expectation created by the brand and packaging design of the product, or the previous experience of the relevant product [83,84]. By actively assuming social responsibilities, enterprises will improve consumers’ expectation identification of enterprises and enhance their willingness to buy relevant products [85]. Accordingly, we propose that:…”

Moderating effect of the digital divide of e-commerce

“…Perceived ease of use Regarding the relations between the variables, the effect of perceived ease of use with respect to the intention to use and use of a technology has been significant in most of the empirical studies applied to the adoption of all types of e-commerce (Capece et al, 2013;Castañeda et al, 2009;Çelik and Yilmaz, 2011;Chang and Zhu, 2011;Chiu et al, 2014;Delafrooz et al, 2011;Escobar-Rodríguez and Carvajal-Trujillo, 2014;Karahanna, 2003;Kim et al, 2009;Li and Tang, 2010;Lin, 2010;Palvia, 2009;Riffai et al, 2012;Sánchez-Torres et al, 2017;Tan et al, 2013;Venkatesh et al, 2012;Wang et al, 2012;Yoon, 2009): H1. The perceived ease of use directly influences the behavior of use of e-commerce.…”

“…This variable has also been widely validated in several studies of its influence on the adoption of e-commerce in different countries, contexts and types of products and services (Al-Qeisi and Al-Abdallah, 2013;Ba, 2002;Castañeda et al, 2009;Çelik and Yilmaz, 2011;Chang and Zhu, 2011;Chiu et al, 2009Chiu et al, , 2014Escobar-Rodríguez and Carvajal-Trujillo, 2014;Karahanna, 2003;Kim et al, 2009;Luo et al, 2010;Riffai et al, 2012;San Martín and Herrero, 2012;Sánchez-Torres et al, 2017;Tan et al, 2013;Tavera-Mesías et al, 2011;Venkatesh et al, 2012;Wang et al, 2012;Zhu et al, 2015Zhu et al, , 2011):…”

“…Facilitating conditions have been examined in few e-commerce adoption studies since they were not considered as key variables in the TAM models, being positively validated as predecessors of perceived ease of use and as having direct influence on the intention and behavior of the purchase, especially in UTAUT models (Al-Qeisi et al, 2015;Al-Qeisi and Al-Abdallah, 2013;Ba, 2002;Escobar-Rodríguez and Carvajal-Trujillo, 2014;Kiwanuka, 2015;Musleh et al, 2015;Sánchez-Torres et al, 2017;Slade et al, 2015;Venkatesh et al, 2003Venkatesh et al, , 2012:…”

“…This research has especially demonstrated that, regardless of the type of electronic commerce, product or service analyzed, an individual's behavior when buying online is determined by intrinsic and extrinsic variables as well as by variables that are characteristic of the features of this new technology (Venkatesh et al, 2003(Venkatesh et al, , 2012 and that moderating variables exist, such as gender, age, and experience (Venkatesh et al, 2012). Nevertheless, there are also very large differences related to the digital divide in the diffusion of this technology in different regions of the world (Peral-Peral et al, 2015;Pick and Nishida, 2015;Sánchez-Torres et al, 2017;, especially with major problems in access to information and communication technologies, access to the internet network, infrastructures, high access tariffs and training in the use of technologies, all of which negatively affect the adoption of e-commerce (Landau, 2012).…”