O efeito do modelo TAM e do risco financeiro percebido sobre a utilização do e-commerce
DOI:
https://doi.org/10.20397/2177-6652/2022.v22i3.2311Palavras-chave:
e-commerce, intenção de compra online, Technology Acceptance Model (TAM), Risco Financeiro PercebidoResumo
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.
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