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

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

Addresses: Instituto Tecnológico Metropolitano, Medellín, Colombia ' Department of Business, University of Barcelona, Spain ' Management and Public Accounting School, Escuela de Administración y Contaduría Pública, Universidad Nacional de Colombia, Colombia ' Facultad de Mercadeo, Comunicación y Artes, Institución Universitaria Politécnico Grancolombiano, Calle 57 # 3-00 Este, Bogotá D.C., Colombia ' Universidad Autónoma del Caribe, Barranquilla, Colombia

Abstract: 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.

Keywords: e-commerce; online purchase intention; trust; consumer behaviour; UTAUT2.

DOI: 10.1504/IJEMR.2019.100704

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.3, pp.283 - 308

Received: 06 Oct 2017
Accepted: 19 Nov 2017

Published online: 21 May 2019 *

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