E-Commerce C2C en Chile: Incorporación de La Reputación y de la Confianza en El TAM

Abstract

E-commerce in Chile has been growing considerably in recent years. However, it is still far from reach its full potential. Considering the benefits that e-commerce offers to small and medium companies to improve their competitiveness on a global scale, it is essential to improve our understanding about the factors that could encourage the use of this digital shopping channel. In this research we adopted the Technology Acceptance Model (TAM) as the basis for analyzing Consumer-to-Consumer (C2C) e-commerce in Chile, one of the most important ways of online shopping in this country. As additional predictors, both web reputation and consumer trust were included in our research model. Data from 468 real Chilean shoppers of this C2C online platforms provide important insights about the antecedents of using this digital online channel, also explaining the interrelationships between these antecedents. Both managerial and theoretical implications are provided.

Assessing the effects of COVID-19-related risk on online shopping behavior

“…Moslehpour et al (2018) identified that Taiwanese online consumers who perceive technology as a valuable tool for shopping online tend to make more online purchases. Sukno and Riquelme (2019) found similar results in C2C e-commerce in Chile. Ventre and Kolbe (2020) identify the perceived usefulness of online reviews as the essential factor in online shopping intention for Mexican consumers aged 18 to 50 years old who use e-commerce.…”

“…Previous research also suggested a positive relationship between perceived ease of use and perceived usefulness (e.g., Çelik and Yilmaz 2011;Kim 2012;Manis and Choi 2019;Sukno and Riquelme 2019). However, the empirical results may differ, suggesting that the effect of perceived ease of use on perceived usefulness and purchase intention may be different according to the context and technology researched (Isaac et al 2017).…”

“…The perceived usefulness has a positive effect on internet use (Isaac et al 2017), and previous studies have already observed significant and positive relationships between perceived usefulness and online purchase intention (Chiu et al 2005;Law et al 2016;Moslehpour et al 2018;Sukno and Riquelme 2019) and attitudes toward e-shopping (Çelik and Yilmaz 2011). Moslehpour et al (2018) identified that Taiwanese online consumers who perceive technology as a valuable tool for shopping online tend to make more online purchases.…”

“…According to Çelik and Yilmaz (2011), the internet and e-commerce rapidly spread new and effective ways to shop online, such as smartphone apps (Wang et al 2020). The user perceives the more ease of use to some technology, the greater the perception of the usefulness of this technology and predisposes to use it more often (Sukno and Riquelme 2019). The perceived ease of use is also relevant to the online shopping experience, strongly associated with the purchase intention (Moslehpour et al 2018).…”

E-commerce y su relación con el comportamiento del consumidor de la empresa la casa artesanal

“…Asimismo, (Sukno & Pascual-del-Riquelme, 2019) demuestran que hay una correlación positiva entre la facilidad del uso de una plataforma con la confianza que pueda desarrollar el consumidor frente a la empresa. En cuanto al estudio de (Perdigón-Llanes, et al 2018), se muestra que el posicionamiento del negocio en los buscadores web, la correcta selección de los canales de comunicación con los clientes mejorará la interacción que tenga la empresa con los clientes.…”