Incidencia de la cultura en la intención de realizar compras online en el contexto ecuatoriano.

Abstract

This research is developed in the Ecuadorian context, focused on one of the most important trade tools of the last years –online purchasing-, with the purpose of identifying the factors that influence users in their purchasing intentions through this powerful tool called the Internet. We planned a model based in the Theory of Planned Behavior (TPB) and the cultural dimensions of Hofstede -we incorporate two constructs from the first theory and we select two dimensions (aversion to uncertainty, and long-term orientation). These theories are mainly focused on the cognitive features of people when they make decisions, on the process of technologic adoption, and on the importance that culture and social pressure have in the daily decisions of individuals. The study of the proposed model was developed through SPSS due to its strength and predictive character. From the analysis of results –based on a sample of 212 people from the Coast region or lowlands, and a sample of 188 people from the Sierra region or highlands- there is evidence that, in general, the proposed model is valid and it permits to explain the factors that intervene in the purchasing intention of the users, such as their perceived control, the perceived trust, and the perceived economic value, among other things.