<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512022000400135</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v32n86.104666</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Creencias normativas y confianza: una adaptación del modelo de aceptación tecnológica al e-commerce durante la pandemia por COVID-19 en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[REGULATORY BELIEFS AND TRUST: ADAPTATION OF THE TECHNOLOGICAL ACCEPTANCE MODEL TO E-COMMERCE DURING THE COVID-19 PANDEMIC IN ECUADOR]]></article-title>
<article-title xml:lang="pt"><![CDATA[CRENÇAS NORMATIVAS E CONFIANÇA: UMA ADAPTAÇÃO DO MODELO DE ACEITAÇÃO TECNOLÓGICA AO E-COMMERCE DURANTE A PANDEMIA DA COVID-19 NO EQUADOR]]></article-title>
<article-title xml:lang="fr"><![CDATA[LES CROYANCES NORMATIVES ET LA CONFIANCE : UNE ADAPTATION DU MODÈLE D'ACCEPTATION DE LA TECHNOLOGIE AU COMMERCE ÉLECTRONIQUE PENDANT LA PANDÉMIE DE COVID-19 EN ÉQUATEUR]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bonisoli]]></surname>
<given-names><![CDATA[Lorenzo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castillo Leyva]]></surname>
<given-names><![CDATA[Kerly Lisseth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica de Machala  ]]></institution>
<addr-line><![CDATA[Machala ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Técnica de Machala  ]]></institution>
<addr-line><![CDATA[Machala ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>86</numero>
<fpage>135</fpage>
<lpage>149</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512022000400135&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512022000400135&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512022000400135&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: A pesar de que el comercio electrónico actualmente manifiesta un constante crecimiento debido a las medidas de confinamiento por la pandemia por COVID-19, todavía son escasos los estudios de su aceptación en el entorno ecuatoriano. Esta investigación analiza la intención de uso del e-commerce en los consumidores ecuatorianos, mediante el modelo de aceptación tecnológica adaptado a las variables de creencias normativas y confianza. El instrumento de investigación fue aplicado a 360 personas y los resultados fueron analizados mediante la técnica SEM-RLS. Los resultados muestran que la confianza percibida no influye significativamente en la intención de uso del e-commerce, mientras que las creencias normativas y la competencia en los dispositivos electrónicos son los factores que más intervienen en la decisión del usuario. Este resultado profundiza el análisis del efecto de la pandemia en la familiaridad de utilizar los medios digitales y concluye que el e-commerce fue adoptado porque el comprador no tenía alternativas en régimen de confinamiento; además, la falta de confianza podría motivar a regresar al comercio tradicional cuando los compradores tengan la posibilidad. Por esta razón, es necesario que las empresas optimicen sus prácticas digitales y las relaciones con los consumidores para brindar la confianza que todavía el consumidor ecuatoriano no recibe.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: Although e-commerce currently shows constant growth due to lockdown measures implemented to face the COVID-19 pandemic, there are few studies of its acceptance in Ecuador. This research analyzes Ecuadorian consumers' intention towards e-commerce usage through the technology acceptance model adapted to normative beliefs and trust variables. The research instrument was applied to 360 people, and the results were analyzed using the RLS-SEM technique. Results show that perceived trust does not significantly influence the intention to use e-commerce. At the same time, regulatory beliefs and competition in electronic devices are the factors that most influence users' decisions. This result expands on the analysis of the effect of the pandemic on the familiarity of using digital media, concluding that e-commerce was adopted because the shopper had no alternatives in a lockdown context. Moreover, the lack of confidence could motivate a return to traditional commerce when shoppers can do so. For this reason, companies should optimize their digital practices and relations with consumers to provide the confidence the Ecuadorian consumer is yet to receive.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: Embora o comércio eletrônico atualmente manifeste um constante crescimento devido às medidas de confinamento devido à pandemia ocasionada pela COVID-19, ainda são escassos os estudos de sua aceitação no contexto equatoriano. Nesta pesquisa, é analisada a intenção de uso do e-commerce nos consumidores equatorianos, mediante o modelo de aceitação tecnológica adaptado às variáveis de crenças normativas e confiança. O instrumento de pesquisa foi aplicado a 360 pessoas e os resultados foram analisados mediante a técnica SEM-RLS. Os resultados mostram que a confiança percebida não influencia significativamente na intenção de uso do e-commerce, enquanto as crenças normativas e a competência dos dispositivos eletrônicos são os fatores que mais intervêm na decisão do usuário. Este resultado aprofunda a análise do efeito da pandemia na familiaridade de utilizar os meios digitais e conclui que o e-commerce foi adotado porque o comprador não tinha alternativas em regime de confi-namento; além disso, a falta de confiança poderia motivar a regressar ao comércio tradicional quando os compradores tivessem a possibilidade. Por essa razão, é necessário que as empresas otimizem suas práticas digitais e as relações com os consumidores para oferecer a confiança que ainda o consumidor equatoriano não tem.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ : Malgré le fait que le commerce électronique montre actuelle-ment une croissance constante grâce aux mesures de confinement de la pandémie COVID-19, les études sur son acceptation dans l'environnement équatorien sont encore rares. Cette recherche analyse l'intention d'uti-liser le commerce électronique chez les consommateurs équatoriens, en utilisant le modèle d'acceptation de la technologie adapté aux variables de croyances normatives et de confiance. L'instrument de recherche a été appliqué à 360 personnes et les réponses ont été analysées à l'aide de la technique SEM-RLS. Les résultats montrent que la confiance perçue n'in-fluence pas significativement l'intention d'utiliser le commerce électro-nique, tandis que les croyances normatives et la compétence en matière d'appareils électroniques sont les facteurs qui influencent le plus la déci-sion de l'utilisateur. Ce résultat approfondit l'analyse de l'effet de la pan-démie sur la familiarité avec l'utilisation des médias numériques et conclut que le commerce électronique a été adopté parce que l'acheteur n'avait pas d'autre choix dans un environnement confiné ; en outre, le manque de confiance pourrait motiver un retour au commerce traditionnel lorsque les acheteurs en ont la possibilité. C'est pourquoi les entreprises doivent optimiser leurs pratiques numériques et leurs relations avec les consomma-teurs afin d'apporter la confiance que le consommateur équatorien ne re-çoit toujours pas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[e-commerce]]></kwd>
<kwd lng="es"><![CDATA[SEM-RLS]]></kwd>
<kwd lng="es"><![CDATA[TAM]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[SEM-RLS]]></kwd>
<kwd lng="en"><![CDATA[TAM]]></kwd>
<kwd lng="pt"><![CDATA[comportamentodoconsumidor,confiança,e-commerce]]></kwd>
<kwd lng="pt"><![CDATA[SEM-RLS]]></kwd>
<kwd lng="pt"><![CDATA[JAM]]></kwd>
<kwd lng="fr"><![CDATA[comportement du consommateur]]></kwd>
<kwd lng="fr"><![CDATA[confiance]]></kwd>
<kwd lng="fr"><![CDATA[e-commerce]]></kwd>
<kwd lng="fr"><![CDATA[SEM-RLS]]></kwd>
<kwd lng="fr"><![CDATA[JAM]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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