ANTECEDENTS OF INTENDED USE OF COLLECTIVE PURCHASE WEBSITES

ANTECEDENTS OF INTENDED USE OF COLLECTIVE PURCHASE WEBSITES

Main Article Content

Ana María Villa Zapata
Karen Paola Ramírez Salazar
Juan Fernando Tavera Mesías

Abstract

Collective purchase websites have become very important for the online commercialization of goods and services. However, in Colombia, studies regarding the acceptance of these technologies are scarce to non-existent. This paper proposes a hypothetical model for studying of the acceptance of collective purchase websites based on the technology acceptance model (TAM) and other constructs such as perceived value, shopping enjoyment, and perceived confidence theories. The model was used in the analysis of a sample of 470 individuals, obtaining a good fit without rejecting any of the hypotheses. It also showed that perceived usefulness is the main antecedent of intended use in this investigation.

Article Details

Author Biographies ##ver##

Ana María Villa Zapata, Agency for Cooperation and Investment of Medellin and the metropolitan-area ACI (Agencia de Cooperación e Inversión de Medellín y el área Metropolitana)

Communicator and Master in Management. MBA graduate of the Universidad de Antioquia and positioning and communications consultant in the Agency for Cooperation and Investment of Medellin and the metropolitan-area ACI

Karen Paola Ramírez Salazar, Gasproject

Bioengineering and Master in Business Administration. MBA graduate of the Universidad de Antioquia and Director of Engineering in GASPROJECT Engineering of gas networks.

Juan Fernando Tavera Mesías, Universidad de Antioquia

Development economist, MBA, Master in Marketing and Market Research, PhD Candidate in Marketing. Professor and Researcher IMARK - Marketing Research Group, Department of Administrative Sciences, Faculty of Economics, Universidad de Antioquia.