Moderating effect of the digital divide of e-commerce

Abstract

Purpose The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce. Design/methodology/approach This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers. Findings The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce. Originality/value This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.

From digital divide to consumer adoption of smart city solutions: A systematic literature review and bibliometric analysis

“…Digital divide might be defined as "the gap between individuals, households, businesses and geographic areas at different socio-economic levels with regard to their opportunities to access information and communication technologies and to their use for a wide variety of activities" [Understanding the Digital Divide, 2001, p. 5]. In other words, digital divide is referred to different opportunities in the adoption of digital solutions [Sánchez-Torres, 2019]. A broader definition adds a beneficial use of such solutions and the difference between people due to the access to the digital solutions and their effective or ineffective use [Oni, 2013].…”

“…The phenomenon of the digital divide has been scrutinised from a variety of angles [Afshar, Alam, Taylor, 2019]. The digital divide articles can be bifurcated into country [Bilon, Lera-Lopez, Rocío Marco, 2010] and cross-country level [Quibria et al, 2003] vs. individual level [Bartikowski et al, 2018;Chipeva et al, 2018;Goncalves, Oliveira, Cruz-Jesus, 2018;Sánchez-Torres, 2019].…”

“…Based on the literature, the factors which are regarded relevant for any digital divide are related to the country context, aptitude, competence and outcomes [Sánchez-Torres, 2019]. Most of the times people have a choice to adopt or reject digital solutions given the fact the infrastructure is provided.…”

“…The usage-related outcomes [Van Dijk, 2006;Sánchez-Torres, 2019] as the factors of digital divide in the context of smart cities appear to be related to the usage or experience with the SCS predecessor. Primary experience (either by the prospective consumers themselves or through the observation from others) with the predecessor of SCS or a similar solution plays a role in consumer adoption of the novel SCS.…”

“…Nevertheless, there exists the paucity of research addressing "digital divide phenomenon from the theoretical perspective of individual level technology" [Goncalves, Oliveira, Cruz-Jesus, 2018, p. 276]. In fact, the studies pertaining to the digital research on the individual level are gathering pace [Bartikowski et al, 2018;Chipeva et al, 2018;Goncalves, Oliveira, Cruz-Jesus, 2018;Sánchez-Torres, 2019]. To follow the trend and cater for the balance between narrowing down and the generalizability of the research the article will focus on the particular type of digital or data-based solutions which are aimed at improving the way the challenges are solved within a city given the environmental sustainability and participatory perspectives.…”