Analysis of e-commerce acceptance in Ecuador: a study for the city of Machala
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Abstract
E-commerce over the years, due to technological advances, has undoubtedly been a purchasing method that has been growing throughout the world, so the study of technological acceptance is of the utmost importance at an academic level. as for companies. The objective of this research is to evaluate the reasons why e-commerce has not had a complete acceptance in the city of Machala, for this we will use the technological acceptance model (TAM), this model contains two variables that are the ease of use and utility of use, in addition to that we add two more constructs that are perceived security and perceived trust to propose a research instrument adapted to the case of the city of Machala. This model is applied to a sample from the city of Machala, where it was possible to obtain as a result that the four variables followed a sequence in which ease of use is the starting point, ending in the perceived trust where all the variables have a direct influence. The results fill existing gaps and also provide suggestions for future research on e-commerce acceptance.
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Alex Fernando Castillo-Castro, Universidad Técnica de Machala - Ecuador
I’m Alex Castillo, student of the Technical University of Machala. At the moment I’m finishing my degree in marketing. Over time in my degree, I have done proyects, assisted to conference and seminars about marketing to develop my skills and knowledges for my career in a future.
Jorge Gabriel Jaramillo-Valarezo, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-0410-7935
I am Jorge Jaramillo, a student of the Marketing Career at the Technical University of Machala, I am currently finishing my studies to obtain my 3rd level degree in Marketing, I have participated in courses, workshops, webinars, marketing congresses and related conferences to my career, I have also collaborated in artistic events, as well as in Marketing projects.
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
Professor at Technical University of Machala since 2013. MA in Philosophy (Cathomic University of Milan) MBA (Cranfield University – UK) PhD in Economics (University of Almería). Research Areas: Sustainability, Agriculture Sustainability and Development, Microeconomics, Strategic Marketing, Sustainable Marketing.
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