INTENÇÃO DE COMPRA ONLINE: APLICAÇÃO DE UM MODELO ADAPTADO DE ACEITAÇÃO DA TECNOLOGIA PARA O COMÉRCIO ELETRÔNICO

Abstract

This research aims to understand the factors that influence the intention to perform an online purchase. Data collection was carried out through a survey that was applied to graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and linear regression analysis. Results revealed that respondents have positive perceptions with respect to the ease of use, the usefulness of the technology and that social influence influences online purchases. Respondents intend to buy online over the next few months. Through multiple regression analysis, it was observed that some factors (behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust, and social influence) influence the intention of buying online. In addition to that, simple regression analyses were performed and it was found that trust influences perceptions of ease of use, usefulness and risk, and that the perceived ease of use influences the perceived usefulness. The online sales companies need to know the factors that can influence purchasing intention of consumers in order to gain space in the e-market.