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

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

8 Citas (Scopus)


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.

Idioma originalInglés estadounidense
Páginas (desde-hasta)283-308
Número de páginas26
PublicaciónInternational Journal of Electronic Marketing and Retailing
EstadoPublicada - 2019
Publicado de forma externa

Áreas temáticas de ASJC Scopus

  • Sistemas de gestión de la información
  • Gestión internacional y de empresa
  • Marketing


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