Customer behavior in electronic commerce : a bayesian approach

Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which fact...

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Autores:
Dakduk, Silvana
ter Horst, Enrique
Santalla-Banderali, Zuleima
Molina, Germán
Malavé, José
Tipo de recurso:
Article of investigation
Fecha de publicación:
2017
Institución:
Colegio de Estudios Superiores de Administración
Repositorio:
Repositorio CESA
Idioma:
eng
OAI Identifier:
oai:repository.cesa.edu.co:10726/5103
Acceso en línea:
http://hdl.handle.net/10726/5103
https://doi.org/10.4067/S0718-18762017000200002
Palabra clave:
Intention
Attitude
Internet
E-purchase
E-commerce
E-customers
Bayesian
MCMC
Rights
openAccess
License
Abierto (Texto Completo)
Description
Summary:Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.