Publicação
How do portuguese college students perceive e-commerce?
| Resumo: | This paper identifies that e-commerce adopters and non-adopters rate differently each of the supposed e-commerce qualities. While adopters consider that the most important qualities of e-commerce are best values on e-commerce, detailed information on e-commerce, timeliness, easiness of comparing and comfort, non-adopters rate personalization and availability higher than adopters do. The various patterns of attitude regarding e-commerce qualities were identified through a principal component factor analysis that proposed four factors: detail towards the optimal choice; practical; best values; and flexibility. The structural equation model explained e-commerce adoption based on the factors above and identified that while high ratings of detail towards optimal choice, practical and best values have a positive impact on e-commerce adoption, high ratings of flexibility is negatively associated with it. The negative association between the valuation of flexibility as an e-commerce quality and e-commerce adoption suggests that e-commerce is not providing enough flexibility, which is composed by personalization and availability, since the adopters rate it lower than the non-adopters do, what leads us to recommend improvements on these features towards the encouragement of the Internet users that are not yet e-commerce adopters. |
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| Autores principais: | Oliveira, Sérgio Vasconcelos de |
| Outros Autores: | Reis, António Palma dos |
| Assunto: | E-Commerce E-Business User Acceptance PCI - Perceived Characteristics of Innovation TAM - Technology Acceptance Model Internet Usage Diffusion Cognitive Decision Models Social Cognitive Model Self-Efficacy Consumer Behaviour |
| Ano: | 2006 |
| País: | Portugal |
| Tipo de documento: | working paper |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | This paper identifies that e-commerce adopters and non-adopters rate differently each of the supposed e-commerce qualities. While adopters consider that the most important qualities of e-commerce are best values on e-commerce, detailed information on e-commerce, timeliness, easiness of comparing and comfort, non-adopters rate personalization and availability higher than adopters do. The various patterns of attitude regarding e-commerce qualities were identified through a principal component factor analysis that proposed four factors: detail towards the optimal choice; practical; best values; and flexibility. The structural equation model explained e-commerce adoption based on the factors above and identified that while high ratings of detail towards optimal choice, practical and best values have a positive impact on e-commerce adoption, high ratings of flexibility is negatively associated with it. The negative association between the valuation of flexibility as an e-commerce quality and e-commerce adoption suggests that e-commerce is not providing enough flexibility, which is composed by personalization and availability, since the adopters rate it lower than the non-adopters do, what leads us to recommend improvements on these features towards the encouragement of the Internet users that are not yet e-commerce adopters. |
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