Customer Behavior in Electronic Commerce: A Bayesian Approach

Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which fact...

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Autores principales:	Dakduk,Silvana, ter Horst,Enrique, Santalla,Zuleyma, Molina,German, Malavé,José
Lenguaje:	English
Publicado:	Universidad de Talca 2017
Materias:	Intention Attitude Internet E-purchase E-commerce E-customers Bayesian MCMC
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000200002
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spelling	oai:scielo:S0718-187620170002000022018-10-12Customer Behavior in Electronic Commerce: A Bayesian ApproachDakduk,Silvanater Horst,EnriqueSantalla,ZuleymaMolina,GermanMalavé,José Intention Attitude Internet E-purchase E-commerce E-customers Bayesian MCMC Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.12 n.2 20172017-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000200002en10.4067/S0718-18762017000200002
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Intention Attitude Internet E-purchase E-commerce E-customers Bayesian MCMC
spellingShingle	Intention Attitude Internet E-purchase E-commerce E-customers Bayesian MCMC Dakduk,Silvana ter Horst,Enrique Santalla,Zuleyma Molina,German Malavé,José Customer Behavior in Electronic Commerce: A Bayesian Approach
description	Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.
author	Dakduk,Silvana ter Horst,Enrique Santalla,Zuleyma Molina,German Malavé,José
author_facet	Dakduk,Silvana ter Horst,Enrique Santalla,Zuleyma Molina,German Malavé,José
author_sort	Dakduk,Silvana
title	Customer Behavior in Electronic Commerce: A Bayesian Approach
title_short	Customer Behavior in Electronic Commerce: A Bayesian Approach
title_full	Customer Behavior in Electronic Commerce: A Bayesian Approach
title_fullStr	Customer Behavior in Electronic Commerce: A Bayesian Approach
title_full_unstemmed	Customer Behavior in Electronic Commerce: A Bayesian Approach
title_sort	customer behavior in electronic commerce: a bayesian approach
publisher	Universidad de Talca
publishDate	2017
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762017000200002
work_keys_str_mv	AT dakduksilvana customerbehaviorinelectroniccommerceabayesianapproach AT terhorstenrique customerbehaviorinelectroniccommerceabayesianapproach AT santallazuleyma customerbehaviorinelectroniccommerceabayesianapproach AT molinagerman customerbehaviorinelectroniccommerceabayesianapproach AT malavejose customerbehaviorinelectroniccommerceabayesianapproach
_version_	1714202225619763200

Customer Behavior in Electronic Commerce: A Bayesian Approach

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