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

Autores/as

DOI:

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

Palabras clave:

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

Resumen

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.

Biografía del autor/a

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).

Citas

Abu-Shamaa, R., Abu-Shanab, E. & Khasawneh, R. (2016). Payment methods and purchase intention from online stores: An empirical study in Jordan. International Journal of E-Business Research (IJEBR), 12(2), pp.31-44. https://doi.org/10.4018/ijebr.2016040103.

Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, N.J., Prentice-Hall.

Al-Adwan, A. S. (2019). Revealing the influential factors driving social commerce adoption. Interdisciplinary Journal of Information, Knowledge, and Management, 14, pp.295-324. https://doi.org/10.28945/4438.

Al-Rafee, S. & Cronan, T.P. (2006). Digital piracy: Factors that influence attitude toward behavior. Journal of Business Ethics, 63(3), pp.237-259. https://doi.org/10.1007/s10551-005-1902-9.

Al-Saedi, K., Al-Emran, M., Ramayah, T. & Abusham, E. (2020). Developing a general extended UTAUT model for M-payment adoption. Technology in Society, 62, p.101293. https://doi.org/10.1016/j.techsoc.2020.101293.

Ariguzo, G.C., Mallach, E.G. & White, D.S. (2006). The first decade of e-commerce. International Journal of Business Information Systems, 1(3), pp.239-255. https://doi.org/10.1504/IJBIS.2006.008598.

Arora, N. & Rahul, M. (2018). The role of perceived risk in influencing online shopping attitude among women in India. International Journal of Public Sector Performance Management, 4(1), pp.98-113. https://doi.org/10.1504/IJPSPM.2018.088697.

Athapaththu, J.C. & Kulathunga, K.M.S.D. (2018). Factors affecting online purchase intention: A study of Sri Lankan online customers. Repository Digital Scholar Bank. http://dr.lib.sjp.ac.lk/handle/123456789/8542.

Attar, R.W., Shanmugam, M. & Hajli, N. (2020). Investigating the antecedents of e-commerce satisfaction in social commerce context. British Food Journal. https://doi.org/10.1108/BFJ-08-2020-0755.

Bagozzi, R.P. & Phillips, L.W. (1982). Representing and testing organizational theories: A holistic construal. Administrative science quarterly, pp.459-489. https://doi.org/10.2307/2392322.

Barrichello, A., Scabim Morano, R., D'Acosta Rivéra, J. R. & Jacomossi, R. R. (2016). Intenção de recompra on-line e seus determinantes: uma perspectiva brasileira. Revista Gestão & Tecnologia, 16(2). http://dx.doi.org/10.20397/2177-6652/2016.v16i2.892.

Beck, L. & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of research in personality, 25(3), pp.285-301. https://doi.org/10.1016/0092-6566(91)90021-H.

Caro, A., Mazzon, J.A., Caemmerer, B. & Wessling, M. (2011). Inovatividade, envolvimento, atitude e experiência na adoção da compra on-line. Revista de Administração de Empresas, 51, pp.568-584. https://doi.org/10.1590/S0034-75902011000600006.

Charag, A.H., Fazili, A.I. & Bashir, I. (2019). Determinants of consumer’s readiness to adopt Islamic banking in Kashmir. Journal of Islamic Marketing. http://dx.doi.org/10.1108/JIMA-10-2018-0182.

Childers, T.L., Carr, C.L., Peck, J. & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), pp.511-535. https://doi.org/10.1016/S0022-4359(01)00056-2.

Chiu, Y.B., Lin, C.P. & Tang, L.L. (2005). Gender differs: assessing a model of online purchase intentions in e‐tail service. International journal of service industry management. https://doi.org/10.1108/09564230510625741.

Compre & Confie (2021), “O ano do E-commerce”. Neotrust. 6. ed. Available at: https://cdn.compreconfie.com.br/neotrust/Relat%C3%B3rio_6%C2%BA_Ed.pdf.

Davis, F.D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Doctoral dissertation, Massachusetts Institute of Technology). https://dspace.mit.edu/bitstream/handle/1721.1/15192/14927137-MIT.pdf.

Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, pp.319-340. https://doi.org/10.2307/249008.

Dina, S.A., Hati, S.R.H. & Daryanti, S. (2018). Antecedents of Muslim Attitudes and Online Purchase Intentions: The Effects of Website Design. Journal of Social Sciences & Humanities, 26, pp.69-84. http://repository.ipmi.ac.id/565/1/159130063.pdf#page=83.

Douglas, S.P. & Craig, C.S. (2007). Collaborative and iterative translation: An alternative approach to back translation. Journal of International Marketing, 15(1), pp.30-43. https://doi.org/10.1509%2Fjimk.15.1.030.

Duffy, G. & Dale, B.G. (2002). E‐commerce processes: a study of criticality. Industrial Management & Data Systems. https://mpra.ub.uni-muenchen.de/id/eprint/91034.

Eger, L., Komárková, L., Egerová, D. & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, p.102542. https://doi.org/10.1016/j.jretconser.2021.102542.

Featherman, M.S. & Pavlou, P.A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), pp.451-474. https://doi.org/10.1016/S1071-5819(03)00111-3.

Fishbein, M. (1967). Readings in attitude theory and measurement. New York: John Wiley & Sons.

Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), pp.39-50. https://doi.org/10.1177%2F002224378101800104.

Fu, S., Yan, Q. & Feng, G.C. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management, 40, pp.88-102. https://doi.org/10.1016/j.ijinfomgt.2018.01.013.

Gefen, D. (2003). TAM or just plain habit: A look at experienced online shoppers. Journal of Organizational and End User Computing (JOEUC), 15(3), pp.1-13. https://doi.org/10.4018/joeuc.2003070101.

Gefen, D., Karahanna, E. & Straub, D.W. (2003). Inexperience and experience with online stores: The importance of TAM and trust. IEEE Transactions on engineering management, 50(3), pp.307-321. https://doi.org/10.1109/TEM.2003.817277.

Gibbs, J., Kraemer, K. L. & Dedrick, J. (2003). Environment and policy factors shaping global e-commerce diffusion: A cross-country comparison. The information society, 19(1), pp.5-18. https://doi.org/10.1080/01972240309472.

Gong, W., Stump, R.L. & Maddox, L.M. (2013). Factors influencing consumers' online shopping in China. Journal of Asia Business Studies. https://doi.org/10.1108/JABS-02-2013-0006.

Gupta, A.K. & Shukla, A.V. (2019). Online Retail Format Choice Behavior of Indian Customers for Reasoned Purchase: A Cultural Perspective. Journal of International Consumer Marketing, 31(5), pp.469-491. https://doi.org/10.1080/08961530.2019.1611518.

Guthrie, C., Fosso-Wamba, S. & Arnaud, J.B. (2021). Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown. Journal of Retailing and Consumer Services, 61, p.102570. https://doi.org/10.1016/j.jretconser.2021.102570.

Ha, N. (2020). The impact of perceived risk on consumers’ online shopping intention: An integration of TAM and TPB. Management Science Letters, 10(9), pp.2029-2036. http://dx.doi.org/10.5267/j.msl.2020.2.009.

Hair Jr., J.F., Black, W.C., Babin, B.J., Anderson, R.E. & Tatham, R.L. (2009). Análise multivariada de dados. Bookman editora.

Hair Jr., J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.

Han, H. & Hu, K. (2009), September. Factors affecting consumer's online purchase intention in china. In 2009 International Conference on Management and Service Science (pp. 1-4). IEEE. https://doi.org/10.1109/ICMSS.2009.5301676.

Hashem, T. N. (2020). Examining the Influence of COVID 19 Pandemic in Changing Customers' Orientation towards E-Shopping. Modern Applied Science, 14(8), pp.59-76. https://doi.org/10.5539/mas.v14n8p59.

He, F. & Mykytyn, P.P. (2007). Decision factors for the adoption of an online payment system by customers. International Journal of E-Business Research (IJEBR), 3(4), pp.1-32. https://doi.org/10.4018/jebr.2007100101.

Hernández, B., Jiménez, J. & Martín, M.J. (2010). Customer behavior in electronic commerce: The moderating effect of e-purchasing experience. Journal of business research, 63(9-10), pp.964-971. https://doi.org/10.1016/j.jbusres.2009.01.019.

Išoraitė, M. & Miniotienė, N. (2018). Electronic commerce: Theory and practice. Integrated Journal of Business and Economics, 2(2), pp. 194-200. https://mpra.ub.uni-muenchen.de/id/eprint/91034.

Jain, S. (2021). Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/JFMM-05-2020-0089.

Kalakota, R. & Whinston, A.B. (1997). Electronic commerce: a manager's guide. Addison-Wesley Professional.

Khan, A.G. (2016). Electronic commerce: A study on benefits and challenges in an emerging economy. Global Journal of Management and Business Research. https://www.journalofbusiness.org/index.php/GJMBR/article/view/1918.

Kim, H. & Song, J. (2010). The quality of word‐of‐mouth in the online shopping mall. Journal of Research in Interactive Marketing. https://doi.org/10.1108/17505931011092844.

Kim, J. & Forsythe, S. (2009). Adoption of sensory enabling technology for online apparel shopping. European journal of marketing. https://doi.org/10.1108/03090560910976384.

Klepek, M. & Bauerová, R. (2020). Why do retail customers hesitate for shopping grocery online?. Technological and Economic Development of Economy, 26(6), pp.1444-1462. https://doi.org/10.3846/tede.2020.13970.

Kouser, R., Niazi, G.S.K. & Bakari, H. (2018). How does website quality and trust towards website influence online purchase intention?. Pakistan Journal of Commerce and Social Sciences (PJCSS), 12(3), pp.909-934. http://hdl.handle.net/10419/193453.

Kovacs, M.H. & de Farias, S.A. (2005). Quanto mais difícil, melhor? Proposição de um esquema teórico do esforço do consumidor, riscos percebidos e satisfação com o processo de compra pela internet. INMR-Innovation & Management Review, 2(2), pp.33-48. https://www.revistas.usp.br/rai/article/view/79046.

Liebermann, Y. & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e‐commerce usage. Qualitative Market Research: An International Journal. https://doi.org/10.1108/13522750210443245.

Lim, W.M. & Ting, D.H. (2012). E-shopping: An Analysis of the Technology Acceptance Model. Modern Applied Science, 6(4), p.49. http://dx.doi.org/10.5539/mas.v6n4p49.

Liu, C. & Arnett, K. (1999). Assessing the customer behavioral intentions on the Web: A research model. https://aisel.aisnet.org/amcis1999/108.

Lombard, M., Snyder-Duch, J. & Bracken, C.C. (2010). Practical resources for assessing and reporting intercoder reliability in content analysis research projects. https://www.researchgate.net/publication/242785900_Practical_Resources_for_Assessing_and_Reporting_Intercoder_Reliability_in_Content_Analysis_Research_Projects.

Lu, H.P. & Su, P.Y.J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research. https://doi.org/10.1108/10662240910981399.

Maia, C.R., Lunardi, G.L., Dolci, D. & D’Avila, L.C. (2020). Competitive price and trust as determinants of purchase intention in social commerce. BAR-Brazilian Administration Review, 16. https://doi.org/10.1590/1807-7692bar2019190074.

Malhotra, N. K. (2010). Marketing research: An applied approach. 6. ed. New Jersey: Pearson Education Limited.

Mou, J., Cui, Y. & Kurcz, K. (2020). Trust, risk and alternative website quality in B-buyer acceptance of cross-border E-commerce. Journal of Global Information Management (JGIM), 28(1), pp.167-188. https://doi.org/10.4018/JGIM.2020010109.

Nguyen, D. (2015). Understanding perceived enjoyment and continuance intention in mobile games. Dissertation (Masters in Information Systems Science) – Department of Information and Service Economy, Aalto University - School of Business, 2015. https://aaltodoc.aalto.fi/handle/123456789/18326.

Oliveira, T.D. (2001). Amostragem não probabilística: adequação de situações para uso e limitações de amostras por conveniência, julgamento e quotas. Administração on line, 2(3), pp.01-10. https://pesquisaeaesp.fgv.br/sites/gvpesquisa.fgv.br/files/arquivos/veludo_-_amostragem_nao_probabilistica_adequacao_de_situacoes_para_uso_e_limitacoes_de_amostras_por_conveniencia.pdf.

Pelău, C. & Bena, I. (2010). The Risk Perception For Consumer Segments In E-CommerceAnd Its Implication For The Marketing Strategy. Amfiteatru Economic Journal, 12(28), pp.373-387. http://hdl.handle.net/10419/168696.

Pires, P.J. & Costa Filho, B. A. D. (2008). Fatores do índice de prontidão à tecnologia (TRI) como elementos diferenciadores entre usuários e não usuários de internet banking e como antecedentes do modelo de aceitação de tecnologia (TAM). Revista de Administração Contemporânea, 12, pp.429-456. https://doi.org/10.1590/S1415-65552008000200007.

Podsakoff, P. M. Mackenzie, S. B.; LEE, J. & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), p. 879, 2003. https://doi.org/10.1037/0021-9010.88.5.879.

Podsakoff, P.M. & Organ, D.W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), pp.531-544. https://doi.org/10.1177%2F014920638601200408.

Ramayah, T., Rahman, S.A. & Ling, N.C. (2018). How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia?. Revista Brasileira de Gestão de Negócios, 20, pp.638-654. https://doi.org/10.7819/rbgn.v0i0.3139.

Ramus, K. & Nielsen, N.A., 2005. Online grocery retailing: what do consumers think?. Internet research. https://doi.org/10.1108/10662240510602726.

Santini, F.D.O., Sampaio, C.H., Perin, M.G., Espartel, L.B. & Ladeira, W.J. (2015). Moderating effects of sales promotion types. BAR-Brazilian Administration Review, 12, pp.169-189. https://doi.org/10.1590/1807-7692bar2015140057.

Santos, E. A., de Moura, I. V., de Matos, R. M. & de Almeida, L. B. (2019). Ferramentas informais em contextos formais: aplicação de um modelo para avaliar a aceitação de tecnologias móveis entre Professores Universitários. Revista Gestão & Tecnologia, 19(4), 117-137. http://dx.doi.org/10.20397/2177-6652/2019.v19i4.1495.

Saprikis, V., Markos, A., Zarmpou, T. & Vlachopoulou, M. (2018). Mobile shopping consumers’ behavior: An exploratory study and review. Journal of theoretical and applied electronic commerce research, 13(1), pp.71-90. https://doi.org/10.4067/S0718-18762018000100105.

Sfenrianto, S., Wijaya, T. & Wang, G. (2018). Assessing the buyer trust and satisfaction factors in the E-marketplace. Journal of theoretical and applied electronic commerce research, 13(2), pp.43-57. https://doi.org/10.4067/S071818762018000200105.

Shahriari, S. & Mohammadreza, S. (2015). E-COMMERCE AND IT IMPACTSON GLOBAL TREND AND MARKET. International journal of research-Granthaalayah, 3(4), pp.49-55. https://doi.org/10.29121/granthaalayah.v3.i4.2015.3022.

Shekhar, R. & Jaidev, U. P. (2020). Antecedents of online purchase intention in the context of social commerce. International Journal of Applied Management Science, 12(1), pp.68-95. https://doi.org/10.1504/IJAMS.2020.105296.

Shyu, S. H. P. & Huang, J. H. (2011). Elucidating usage of e-government learning: A perspective of the extended technology acceptance model. Government Information Quarterly, 28(4), pp.491-502. https://doi.org/10.1016/j.giq.2011.04.002.

Strader, T. J. & Shaw, M. J. (1997). Characteristics of electronic markets. Decision Support Systems, 21(3), pp.185-198. https://doi.org/10.1016/S0167-9236(97)00028-6.

Suki, N. M. and Ramayah, T. (2010). User acceptance of the e-government services in Malaysia: structural equation modelling approach. Interdisciplinary Journal of Information, Knowledge, and Management, 5(1), pp.395-413. http://dx.doi.org/10.28945/1308.

Tauber, E. M., 1972. Marketing notes and communications: Why do people shop?. Journal of marketing, 36(4), pp.46-49. https://doi.org/10.1177%2F002224297203600409.

Tong, X., 2010. A cross‐national investigation of an extended technology acceptance model in the online shopping context. International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590551011076524.

Vargas, K. S., Figueira, K. K. & Marchi, J. (2019). A INFLUÊNCIA DAS DIMENSÕES DE CONFIANÇA E RISCO NO COMPORTAMENTO DE COMPRA ONLINE. Revista de Administração Unimep, 17(3), pp.1-23. http://www.raunimep.com.br/ojs/index.php/rau/article/view/964.

Venkatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, pp.425-478. https://doi.org/10.2307/30036540.

World Health Organization (2020). BREAKING "We have therefore made the assessment that #COVID19 can be characterized as a pandemic"- @DrTedros #coronavirus. Twitter: @WHO. Available at: https://twitter.com/WHO/status/1237777021742338049?s=20.

Zhou, L., Wang, W., Xu, J. D., Liu, T. & Gu, J. (2018). Perceived information transparency in B2C e-commerce: An empirical investigation. Information & Management, 55(7), pp.912-927. https://doi.org/10.1016/j.im.2018.04.005.

Zhu, D. S., Chih, Z., O'Neal, G. S. & Chen, Y.H. (2011). Mr. Risk! Please trust me: Trust antecedents that increase online consumer purchase intention. Journal of Internet Banking and Commerce, 16(3), p.1. https://www.icommercecentral.com/open-access/mr-risk-please-trust-me-trust-antecedents-that-increase-online-consumer-purchase-intention.pdf.

Publicado

2022-10-16

Cómo citar

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