Factores críticos que determinan la intención de compra en línea en el comercio electrónico mexicano

Abstract

Key Words. Electronic commerce, Smart-PLS, structural equations, technology acceptance, diffusion of innovations.Abstract. The following article analyzes the principal factors of electronic commerce that have been explored and studied primarily in developed markets such as the United States and that have been deemed as critical actors in the development and growth of electronic transactions. Specifically, variables and latent factors of this study derive from the models of Technology Acceptance (Davis, 1989) and Diffusion of Innovations (Rogers, 2003). Asummary of past empirical studies is provided deriving from the aforementioned theoretical models followed by results of an exploratory field study comprising of 39 valid observations randomly selected from within the Professional Employees Internet Users segment. The methodology used to determine the causal relationship between variables (Betas) was factor analysis (Principal Components) and structural equation modeling, specifically Smart-PLS.The study determined that perceived utility, security and compatibility variables were statistically relevant and significant in determining purchase online intent or the development of electronic commerce in the Professional Employees Internet Users Segment.Palabras Clave. Aceptación de la tecnología, comercio electrónico, difusión de lasinnovaciones, ecuaciones estructurales, Smart-PLS.Resumen. Este artículo analiza los factores del comercio electrónico que han sidoexplorados y estudiados principalmente en mercados desarrollados (EUA) y que han sido confirmados como críticos en el desarrollo y crecimiento de las transacciones electrónicas. En forma específica, los factores o variables latentes en estudio tienen el sustento y la justificación teórica de los modelos de Aceptación de la Tecnología (Davis, 1989) y la Difusión de las Innovaciones (Rogers, 2003). Se presenta un resumen de los antecedentes