Abstract

SALAS-RUBIO, María Inés; ABREGO-ALMAZAN, Demián  and  MENDOZA-GOMEZ, Joel. Relevance, attitude and the real use of e-commerce. Investig. adm. [online]. 2021, vol.50, n.127, 12703.  Epub Mar 02, 2021. ISSN 2448-7678.  https://doi.org/10.35426/iav50n127.03.

The objective of the research was to analyze consumer behavior by observing the relationship of the attitude made up of benefits and the degree of complexity on the acceptance of electronic commerce. The research method is quantitative empirical, conducting a survey of 450 real and potential clients and the statistical technique using the structural equation model. In the results it was evidenced that the perceived benefits and the degree of complexity have a high participation in the attitude of the individual and the influence of this on the intention of using the Internet as a means of purchase, the finding and originality of the work is that there are no investigations in Latin America by analyzing and treating attitude as a secondorder construct. In the limitations is the need for more studies that consider the current critical aspects of society that require the greater use of electronic commerce.

Keywords : attitude; use; e-commerce; structural equations; second-order.