La adopción del comercio electrónico B2C : una comparación empírica de dos modelos alternativos

Abstract

This paper compares the Theory of Planned Behaviour and the Technology Acceptance Model within the scope of electronic commerce in order to determine what of the two structures is more appropriate to explain the adoption of Internet shopping. With this aim a quantitative research is developed over two samples, one compounded by Internet users with no experience in web shopping and the other constituted by on-line buyers. The empirical evidence obtained denotes that the Technology Acceptance Model allows a better prediction of Internet shopping acceptance.

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