Aceitacào do e-commerce na Colombia: um estudo para a cidade de Medellín
Resumo
O e-Commerce é um fenómeno crescente na América Latina e na Colombia. Por isto o estudo da sua aceitagáo tecnológica é de alta importancia académica e empresarial. O objetivo deste artigo é identificar os antecedentes da intengáo de uso de e-Commerce na Colombia. O Modelo de Aceitagáo Tecnológica (TAM) é complementado neste estudo pelos constructos de Confianga e Seguranga Percebida com o fim de propor um modelo adequado ao caso colombiano. Referido modelo é contrastado empiricamente com uma mostra de consumidores da cidade de Medellín. Com isto se evidencia a importancia da confianga e da utilidade percebida como antecedentes diretos da intengáo do uso do e-Commerce, e a facilidade do uso e da seguranga percebida como antecedentes indiretos. Os resultados preenchem vazios existentes na literatura sobre o e-Commerce na Colombia e permitem identificar envolvimentos empresariais relevantes para o desenvolvimento de atividades comerciais através da Internet.Downloads
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