Aceptación de los modelos e – tailing y su efecto en la intención de compra de moradores de ciudadelas privadas en la ciudad de Guayaquil.

Abstract

The objective of this research is to analyze the acceptance of retail marketing models on the Internet and their impact on the purchase of convenience products for residents of private cities in the city of Guayaquil. The Technology Acceptance Model (TAM) was used to measure the purchase intention based on the variables of percieved ease of use and perceived usefulness of the Web site. The results of the investigation determined that the residents of the private citadels have a great acceptance of the models of electronic commerce for the commercialization of diverse products, that include food. The results of the validity analysis confirmed the reliability of the scale and the convergent and discriminant validity. The results of the correlation analysis indicate that there are correlations that range from moderate to strong with a significance in most cases of 0.01 and the hypothesis tests determine that the ease of use has a very significant relationship with the perceived utility of the site, at the same time that they have the perceived ease of use of the site and the perceived usefulness of the site with the intended use and purchase of the respondent. Based on the research and financial feasibility analysis carried out, it can be concluded that the project is viable and highly attractive.