Abstract
The objective of this work is to define both the indicators and the dimensions that measure the attitude of the consumer towards the use of the Internet as a channel of purchasing, as well as their meaning. After gathering all the indicators presented in literature, by structural equations, it's obtained as a result in one hand, that there are characteristic factors of the ecommerce, which we denominated encouraging factors, that differentiates it from the traditional market because they contribute a greater added value to consumers. On the other hand, considering the consumer perceives a bigger risk buying on the Internet than in the traditional markets, exist inhibiting factors that restrain the use of the ecommerce since they would not only don’t add an added value to the channel but they could also annul the positive effect of the encouraging factors. It's what we call discouraging factors.
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