E-Commerce C2C en Chile: Incorporación de la Reputación y de la Confianza en el TAM

Renato Sukno, María Isabel Pascual del Riquelme

Abstract


El comercio electrónico en Chile ha ido creciendo de manera considerable en el último tiempo. Sin embargo, aún está lejos de alcanzar su potencial. Dadas las ventajas que el comercio electrónico ofrece para mejorar la competitividad de las pequeñas y medianas empresas globalmente, resulta vital mejorar el conocimiento de aquellos factores que pueden incrementar su uso. En la presente investigación se emplea el Modelo de Aceptación de la Tecnología (TAM) como base para analizar el comercio electrónico Consumidor-a-Consumidor (C2C) en Chile, una de las formas de compra online más importantes de ese país. Como antecedentes adicionales, se incluyeron la reputación de la plataforma web como la confianza del consumidor. Datos de 468 compradores chilenos reales proporcionaron importantes resultados acerca de los factores explicativos del uso de estas plataformas en Chile, así como también de las relaciones entre las variables estudiadas. Con esto, hemos proporcionado importantes contribuciones teóricas y prácticas.

Keywords


comercio electrónico; C2C; TAM; confianza; reputación; comportamiento de compra; Chile.

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References


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