O efeito do modelo TAM e do risco financeiro percebido sobre a utilização do e-commerce

Authors

DOI:

https://doi.org/10.20397/2177-6652/2022.v22i3.2311

Keywords:

e-commerce, intenção de compra online, Technology Acceptance Model (TAM), Risco Financeiro Percebido

Abstract

Objetivo do estudo: Este estudo utiliza o Technology Acceptance Model (TAM) e o risco financeiro percebido com o objetivo de analisar o impacto na atitude em relação ao uso do e-commerce, e deste na intenção de compras online.

Metodologia/abordagem: Foi realizada uma survey com 864 respostas e os dados coletados foram analisados por meio da modelagem de equações estruturais (CB-SEM).

Principais resultados: Os resultados indicam, em reforço à literatura, que a utilidade percebida no e-commerce pode afetar positiva e significantemente a atitude em relação ao uso do e-commerce, e esta também impacta positivamente a intenção de compra online. Em contrapartida, foi verificado que o risco financeiro percebido pode afetar negativamente a atitude e a intenção de compra online. Diferente do esperado, a facilidade de uso percebida não teve impacto significativo na atitude em relação ao uso do e-commerce.

Contribuições teórica/metodológicas: Este estudo amplia a validação nomológica da TAM ao mostrar sua aplicabilidade no e-commerce, no processo de compra online.

Palavras-chave: e-commerce; intenção de compra online; Technology Acceptance Model (TAM), Risco Financeiro Percebido.

Author Biographies

Patrick Wendell Barbosa Lessa, Universidade Federal de Santa Catarina

Mestrando em Administração pela Universidade Federal de Santa Catarina. Graduado em Administração pela Universidade Federal do Cariri. Pesquisador do Núcleo de Estudos em Negócios, Estratégia e Consumo, desenvolvendo trabalhos acerca do turismo criativo.

Mateus Ferreira, Universidade Federal do Cariri

Professor e Diretor do Centro de Ciências Sociais Aplicadas (CCSA/UFCA) e Professor Colaborador do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará (PPGA/UECE). Doutor e mestre em Administração de Empresas com ênfase em Marketing pela Fundação Getulio Vargas - Escola de Administração de Empresas de São Paulo (FGV - EAESP).

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2022-10-16

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Lessa, P. W. B., & Ferreira, M. (2022). O efeito do modelo TAM e do risco financeiro percebido sobre a utilização do e-commerce. Journal of Management & Technology, 22(3), 122–144. https://doi.org/10.20397/2177-6652/2022.v22i3.2311

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Vol. 22 No. 3 (2022): Julho/Setembro

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ARTIGO

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