Abstract

CHAPARRO PINZON, César Ramiro. Determiners Factors for the Online Shopping Intention for Boyacense Consumers. rev.univ.empresa [online]. 2022, vol.24, n.43, pp.1-.  Epub Nov 25, 2023. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11934.

Online shopping has been consolidated as a predominant business model. Online shoppers worldwide have in-creased: in 2017, 1270 million people; in 2018, 1380 million people; and in 2019, 1480 million people. In Colombia, e-Commerce in 2020 increased by 31 % compared to 2019, and e-Commerce sales represent 1.8 % of GDP. The objective of this article is to identify the determiners factors for the intention of online purchases by consumers in Boyacá (Colombia), based on the model of the unified theory of acceptance and use of technology (UTAUT2). With an online questionnaire, data were collected from 171 people. The structural equation model (SEM) was used, and the PLS-SEM approach and its analysis produced findings that the variables habit (t = 7.292; p = 0), performance expectancy (t = 3.153; p = 0.002), hedonic motivation (t = 3.019; p = 0.003) and price value (t = 2.620; p = 0.009) are meaningful in people's intention to make purchases online. The variables facilitating conditions, effort expectancy and social influence are insignificant for such behavior.

Keywords : IT management; consumer research; consumer marketing.

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