ANTECEDENTS OF INTENDED USE OF COLLECTIVE PURCHASE WEBSITES

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.


Keywords


Technology Acceptance Model (TAM), Collective Purchase Website, Social e-Shopping, e-Trade and Technology Acceptance

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