La influencia de la dependencia del medio en el comercio electrónico B2C. Propuesta de un modelo integrador aplicado a la intención de compra futura en Internet

Abstract

This paper analyses if the classic Technology Acceptance Model (TAM) is able or not to accurately explain the e-buying intention of web users. This model is extended with the inclusion of Internet media dependency variable which improves its explanatory power. Due to the formative nature of dependency construct, analysis is developed through Partial Least Squares (PLS). Results based on a sample of 465 non purchasing web users show that TAM model accurately explains e-buying intention and that Internet dependency influences both attitude and buying intention. Ease of use and perceived usefulness reveal themselves like key variables to explain both e-buying intention and Internet dependency. Managerial implications are finally derived from these results.