La intención de usar páginas de comercio electrónico en los jóvenes universitarios

• Karla Paola Jiménez-Almaguer ^[1]
  1. [1] Universidad Autónoma de Tamaulipas

     Universidad Autónoma de Tamaulipas

     México

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 52, 2022, págs. 36-51
• Idioma: español
• Títulos paralelos:
  • Intention to use e-commerce web sites in university students
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Las compras en línea tienen una presencia cada vez más importante, y las redes sociales han ayudado a su crecimiento. De ahí la necesidad de conocer qué atrae a las personas hacia el uso de dichos sitios web. El objetivo del presente trabajo fue contribuir a la literatura sobre la intención de uso de páginas de compra en línea. Se combinó el modelo de aceptación tecnológica (TAM) con la confianza. Mediante una muestra de 199 estudiantes universitarios del sur de Tamaulipas (México), se realizó un modelo de regresión lineal. Los resultados muestran que la actitud, la confianza y la facilidad de uso son predictores significativos de la intención de uso de las páginas de comercio electrónico. Estos hallazgos son importantes para los minoristas en línea y las asociaciones relacionadas en contextos como el analizado. Una implicación clave es que los vendedores en línea deben esforzarse por hacer que sus sitios Web sean confiables y atractivos.

  • English

    Online shopping has an increasingly important presence, and social media has helped its growth. Hence the need to know what attracts people to the use of such websites. The objective of this study was to contribute to the literature on the intention to use online shopping pages. The technology acceptance model (TAM) was combined with trust. Using a sample of 199 university students from southern Tamaulipas (Mexico), a linear regression model was performed. The results show that attitude, confidence, and ease of use are significant predictors of the intention to use e-commerce pages. These findings are important to online retailers and related associations in contexts such as the one analyzed. A key implication is that online marketers must strive to make their websites trustworthy and attractive.

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