Resumo

TAVERA MESIAS, JUAN F; SANCHEZ GIRALDO, JUAN C.  e  BALLESTEROS DIAZ, BERNARDO. E-COMMERCE ACCEPTANCE IN COLOMBIA: A STUDY FOR MEDELLIN CITY. Rev.fac.cienc.econ. [online]. 2011, vol.19, n.2, pp.9-23. ISSN 0121-6805.

E-Commerce is an increasing phenomenon in Latin America and Colombia, that is why, its technological acceptance is very important academically and for business. The objective of this article is to identify the e-commerce use background in Colombia. Technological Acceptance Model (TAM) is complemented in this study with constructs of confidence and perceived security to propose an adjusted model for Colombian case. This model is empirically contrasted with a consumers sample from Medellín. It is evident the importance of confidence and perceived benefit as direct background of the intention of using e-Commerce, and the ease of use and perceived security as indirect background. Results fill gaps in literature on e-commerce in Colombia and allow identifying relevant business implications for commercial activities development through the internet.

Palavras-chave : e-Commerce; Technology acceptance; Technology acceptance model; TAM; On-line behavior.

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