Análisis de la aceptación del e-commerce en Ecuador: un estudio para la ciudad de Machala.

Abstract

E-commerce over the years, due to technological advances, has undoubtedly been a purchasing method that has been growing throughout the world, so the study of technological acceptance is of the utmost importance both at an academic level. as for companies. The objective of this research is to evaluate the reasons why ecommerce has not had a complete acceptance in the city of Machala, for this we will use the technological acceptance model (TAM), this model contains two variables that are the ease of use and utility of use, in addition to that we add two more constructs that are perceived security and perceived trust to propose a research instrument adapted to the case of the city of Machala. This model is applied to a sample from the city of Machala, where it was possible to obtain as a result that the four variables followed a sequence in which ease of use is the starting point, ending in the perceived trust where all the variables have a direct influence. The results fill existing gaps and also provide suggestions for future research on e-commerce acceptance.