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Vol. 11. Núm. 36.
Páginas 45-75 (Septiembre 2008)
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Vol. 11. Núm. 36.
Páginas 45-75 (Septiembre 2008)
DOI: 10.1016/S1138-5758(08)70063-X
Open Access
La influencia de la dependencia del medio en el comercio electrónico B2C. Propuesta de un modelo integrador aplicado a la intención de compra futura en Internet
Influence of Internet dependency on B2C adoption. An integrative model to explain purchasing intention
Visitas
...
Silvia Sanz Blas
, Carla Ruiz Mafé
, Joaquín Aldás Manzano**
* Universitat de València. Facultat d’Economia. Avda. de los Naranjos s/n. 46022 Valencia. Teléfono: 963.828.312; Fax: 963.828.333
** Universitat de València e Ivie. Departamento de Comercialización e Investigación de Mercados. Facultat d’Economia. Avda. de los Naranjos s/n. 46022 Valencia. Teléfono: 963.828.312; Fax: 963.828.333
Información del artículo
Resumen

En el presente trabajo se evalúa la aplicabilidad del modelo de aceptación de la tecnología (TAM) para explicar la intención de compra de los internautas a través de la Red. Dicho modelo se completa con la introducción de una variable que ha recibido poca atención en el campo del B2C, la dependencia del internauta del medio Internet, dando lugar a un modelo integrador con mejor capacidad explicativa que el TAM clásico. Dado el carácter formativo del constructo «dependencia» el análisis se realiza mediante la técnica de mínimos cuadrados parciales (PLS). Del análisis de los resultados obtenidos de una muestra de 465 internautas no compradores españoles, se comprueba que el modelo TAM es válido para explicar los mecanismos que convierten a un internauta en comprador electrónico y que la dependencia del medio Internet influye de forma directa y positiva en la actitud ante la compra en Internet y en la intención de compra futura en Internet. Además, se pone de manifiesto la importancia de la facilidad percibida de uso de Internet como canal de compra y la utilidad percibida de la compra en Internet como predictores de la dependencia del medio Internet. Finalmente, se plantean un conjunto de implicaciones relevantes para la gestión de empresas.

Palabras clave:
Compra por Internet
Modelo de Aceptación de la Tecnología
Dependencia
PLS
Abstract

This paper analyses if the classic Technology Acceptance Model (TAM) is able or not to accurately explain the e-buying intention of web users. This model is extended with the inclusion of Internet media dependency variable which improves its explanatory power. Due to the formative nature of dependency construct, analysis is developed through Partial Least Squares (PLS). Results based on a sample of 465 non purchasing web users show that TAM model accurately explains e-buying intention and that Internet dependency influences both attitude and buying intention. Ease of use and perceived usefulness reveal themselves like key variables to explain both e-buying intention and Internet dependency. Managerial implications are finally derived from these results.

Key words:
Internet shopping
Technology Acceptance Model
Media Dependency
PLS
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