The Colombian electronic consumer: Analysis of the leading factors of e-commerce use

Javier A. Sánchez-Torres, Francisco Javier Arroyo-Cañada, Sandra Patricia Rojas-Berrio, Oscar Javier Robayo-Pinzón, Winston Fontalvo-Cerpa

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


There are few studies describing the adoption of electronic business-to-consumer (B2C) commerce in poor and developing countries, in that vein the purpose of this article is to examine which factors lead to electronic purchasing in Colombia. This study was conducted on a national level using an online survey, with a total of 941 responses from electronic commerce users. The results validated UTAUT2 model, with only the expected variables of effort and hedonistic motivations not being significant; additionally, online trust is positively affected by perceived security, information quality and perceived privacy. Finally, this analysis confirms that the relationships proposed in the theory of the adoption of online shopping in an emerging country are met, offering a detailed analysis of each of the variables that the online shopper considers; additionally, this article has validated that in Colombia, online shopping affects the search for low prices.

Original languageEnglish (US)
Pages (from-to)283-308
Number of pages26
JournalInternational Journal of Electronic Marketing and Retailing
Issue number3
StatePublished - 2019
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Business and International Management
  • Marketing


Dive into the research topics of 'The Colombian electronic consumer: Analysis of the leading factors of e-commerce use'. Together they form a unique fingerprint.

Cite this