Moderating effect of the digital divide of e-commerce
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-c...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2019
- Institución:
- Universidad de Medellín
- Repositorio:
- Repositorio UDEM
- Idioma:
- eng
- OAI Identifier:
- oai:repository.udem.edu.co:11407/5666
- Acceso en línea:
- http://hdl.handle.net/11407/5666
- Palabra clave:
- Adoption
Digital divide
E-commerce
Public politics
TAM
electronic commerce
industrial development
industrial performance
innovation
Internet
technological development
technology adoption
Colombia
- Rights
- License
- http://purl.org/coar/access_right/c_16ec
| Summary: | 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. © 2019, Emerald Publishing Limited. |
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