Exploring the Attitudes and Intentions of Non-shoppers in the Acceptance of e-Commerce

Hernández García, Ángel; Iglesias Pradas, Santiago; Chaparro Pelaez, Jose Julian y Pascual Miguel, Félix José (2011). Exploring the Attitudes and Intentions of Non-shoppers in the Acceptance of e-Commerce. "Journal of Universal Computer Science", v. 17 (n. 9); pp. 1314-1328. ISSN 0948-695X.

Descripción

Título: Exploring the Attitudes and Intentions of Non-shoppers in the Acceptance of e-Commerce
Autor/es:
  • Hernández García, Ángel
  • Iglesias Pradas, Santiago
  • Chaparro Pelaez, Jose Julian
  • Pascual Miguel, Félix José
Tipo de Documento: Artículo
Título de Revista/Publicación: Journal of Universal Computer Science
Fecha: 2011
Volumen: 17
Materias:
Escuela: E.T.S.I. Telecomunicación (UPM)
Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
Licencias Creative Commons: Reconocimiento - Sin obra derivada - No comercial

Texto completo

[img]
Vista Previa
PDF (Document Portable Format) - Se necesita un visor de ficheros PDF, como GSview, Xpdf o Adobe Acrobat Reader
Descargar (105kB) | Vista Previa

Resumen

Acceptance of online shopping adoption by individuals has been a concerning issue for researchers in the past decade. However, most research has focused in evaluating the attitudes and intention to use electronic commerce from the shoppers' perspective, neglecting to analyze the behavior and attitudes of those who have not adopted e-commerce yet: the non-shoppers. The objective of this study is to explore and evaluate the behavior and attitudes of the non-shoppers' segment towards the acceptance of business-to-consumer electronic commerce (B2C-EC). The theoretical foundations of the study are provided by the Technology Acceptance Model (TAM) and the Innovations Diffusion Theory (IDT), with the addition of a specific factor related to the nature of B2C-EC: product offering of the e-commerce channel. This framework leads to an attitudinal/behavioral model which seeks to identify the factors perceived by non-shoppers as the most important for the adoption of B2C-EC. The model has been validated with data from 995 Spanish non-shoppers using the partial least squares (PLS) technique. Findings from the analysis results show that perceived usefulness, perceived compatibility and product offering affect positively the attitude of non-shoppers towards the adoption of B2C-EC and their intention to use it. Among these factors, perceived compatibility stands out as the most relevant factor to foster the adoption of B2C-EC among non-shoppers. Other implications for theory and practice are discussed in the final section.

Más información

ID de Registro: 9938
Identificador DC: http://oa.upm.es/9938/
Identificador OAI: oai:oa.upm.es:9938
URL Oficial: http://www.jucs.org/jucs_17_9/exploring_the_attitudes_and
Depositado por: Memoria Investigacion
Depositado el: 02 Ene 2012 09:43
Ultima Modificación: 20 Abr 2016 18:13
  • Open Access
  • Open Access
  • Sherpa-Romeo
    Compruebe si la revista anglosajona en la que ha publicado un artículo permite también su publicación en abierto.
  • Dulcinea
    Compruebe si la revista española en la que ha publicado un artículo permite también su publicación en abierto.
  • Recolecta
  • e-ciencia
  • Observatorio I+D+i UPM
  • OpenCourseWare UPM