Estudio de factores determinantes de la intención de compra de equipos e insumos médicos a través de un canal online : caso importadora médica Zumba.

Abstract

Advances in Information and Communication Technologies have influenced companies to the point of considering redesigning business models. The aspects to be highlighted by way of example are, on the one hand, commercial transactions by electronic means as a new channel and, on the other, the effect on the behavior of sales in companies that adopted digital transformation as a strategy. The objective of this research is to study the determining factors of the intention to purchase medical equipment and supplies through an online channel. For this, empirical studies on the behavior of information systems are based on the Technological Acceptance Model, which has as variables the perceived utility, the perceived ease of use and the intention, adapting the model to the application of electronic commerce. The study has a mixed approach and an exploratory research design with a probabilistic sample composed of 193 people applying unstructured interviews, directed interviews and surveys as information gathering techniques and instruments in order to collect extensive information on the topic; and, for the information processing, statistical programs and Microsoft Excel spreadsheets will be used. The result will express the viability and risk of adapting electronic commerce in the health area for the acquisition of medical supplies, as well as a positive conclusion about the influence of the variables on the intention.