Driving Consumers Toward Online Retailing Technology: Analyzing Myths and Realities

© 2015, Copyright © Taylor & Francis Group, LLC. This article identifies relevant factors that influence online shopping adoption in Mexico. Diffusion of Internet-based buying channels has altered the nature of products and services acquisition. Research gaps in this field are analyzed by using the Technology Adoption Model and extending it with constructs that represent Internet availability, Internet literacy, social influence, and trust in online shopping to explain how they influence technology adoption in an emerging market. Based on 199 questionnaires, this study suggests robustness of the Technology Adoption Model (TAM) and significant explanation of attitudes toward using online shopping through social influence, trust, perceived ease of use, and perceived usefulness. Such attitudes along with perceived usefulness are accurate predictors of consumers¿ intentions to shop online. Finally, managerial implications of the results are discussed along with study limitations and future research.

Driving Consumers Toward Online Retailing Technology: Analyzing Myths and Realities Academic Article in Scopus