Research Articles

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

Autores/as

  • Renato Sukno Universidad Católica del Norte
  • María Isabel Pascual del Riquelme Universidad Miguel Hernández

DOI:

https://doi.org/10.4067/S0718-27242019000300072

Resumen

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.

Palabras clave:

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

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Biografía del autor/a

Renato Sukno, Universidad Católica del Norte

Renato Sukno es Profesor de Sistemas de Información en la Universidad Católica del Norte (Chile), Ingeniero Civil Industrial con Licenciatura en Ciencias de la Ingeniería y Magister en Gestión de Tecnologías de Información. Su línea de investigación se enfoca en el comercio electrónico y la aceptación tecnológica.

María Isabel Pascual del Riquelme, Universidad Miguel Hernández

Isabel P. Riquelme es Profesora de Marketing en la Universidad Miguel Hernández (España). Sus artículos han aparecido en numerosas publicaciones internacionales de reconocido prestigio, tales como Journal of Interactive Marketing, Review of Marketing Research, Journal of Business Ethics, Ethics and Information Technology, Journal of Electronic Commerce Research o Electronic Markets, entre otras. Sus áreas de investigación comprenden el comercio electrónico y la ética en las actividades de venta y consumo.

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Recibido

2019-03-21

Aceptado

2019-10-24

Publicado

2019-10-30

Cómo citar

Sukno, R., & Pascual del Riquelme, M. I. (2019). E-Commerce C2C en Chile: Incorporación de la Reputación y de la Confianza en el TAM. Journal of Technology Management and Innovation, 14(3), 72–81. https://doi.org/10.4067/S0718-27242019000300072

Número

Vol. 14 Núm. 3 (2019)

Sección

Research Articles

Licencia

 

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