ANTECEDENTES DE LA INTENCIÓN DE USO DE LOS SITIOS WEB DE COMPRAS COLECTIVAS

Ana María Villa Zapata, Karen P. Ramírez Salazar, Juan Fernando Tavera Mesías

Resumen


Los Sitios Web de Compras Colectivas han adquirido importancia para la comercialización online de productos y servicios, pero los estudios sobre la Aceptación de esta tecnología son escasos en el mundo e inexistentes en Colombia.

El presente trabajo propone un modelo de hipótesis para el estudio de la Aceptación Tecnológica de los Sitios Web de Compras Colectivas, basado en el Modelo de Aceptación de Tecnologías (TAM) y complementado con otros constructos como el Valor Percibido, el Shopping Enjoyment y la Confianza Percibida. Dicho modelo fue contrastado con una muestra de 470 individuos obteniendo un buen ajuste, permitiendo el no rechazo de todas las hipótesis propuestas y evidenciando la Utilidad Percibida como el principal antecedente directo de la intención de uso.


Palabras clave


Modelo de aceptación de tecnologías (TAM), Sitios Web de Compras Colectivas, Social e-Shopping, Comercio Electrónico y Aceptación Tecnológica.

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DOI: https://doi.org/10.24050/reia.v0i0.582

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