The Colombian electronic consumer: analysis of the leading factors of e-commerce use

There are few studies describing the adoption of electronic business-to-consumer (B2C) commerce in poor and developing countries, in that vein the purpose of this article is to examine which factors lead to electronic purchasing in Colombia. This study was conducted on a national level using an online survey, with a total of 941 responses from electronic commerce users. The results validated UTAUT2 model, with only the expected variables of...