C2c e-commerce in chile: Integration of reputation and trust in tam

Abstract

E-commerce in Chile has been growing considerably in recent years. However, it is still far from reach its full potential. Considering the benefits that e-commerce offers to small and medium companies to improve their competitiveness on a global scale, it is essential to improve our understanding about the factors that could encourage the use of this digital shopping channel. In this research we adopted the Technology Acceptance Model (TAM) as the basis for analyzing Consumer-to-Consumer (C2C) e-commerce in Chile, one of the most important ways of online shopping in this country. As additional predictors, both web reputation and consumer trust were included in our research model. Data from 468 real Chilean shoppers of this C2C online platforms provide important insights about the antecedents of using this digital online channel, also explaining the interrelationships between these antecedents. Both managerial and theoretical implications are provided.