Purchase intention and purchase behavior online: A cross-cultural approach.

ABSTRACT: This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing the study of non-traditional elements like buying impulse, compatibility, and self-efficacy in online stores, contrasting relationships in a cross-cultural environment. The proposed model is tested from quantitative research with a sample of 584 online consumers in Colombia and Spain. The following statistical analyses were conducted: CFA, structural equations, measurement instrument invariance, and multi-group analysis with EQS 6.3 software. The study reveals that self-efficacy in online stores is a key factor in adopting electronic commerce above the cultures studied. Als

SUBMITTER: Pena-Garcia N 

PROVIDER: S-EPMC7322128 | biostudies-literature | 2020 Jun

REPOSITORIES: biostudies-literature