Technology Readiness and E-Loyalty in B2c E-Commerce

This paper presents the evaluation of the relationship between Technology Readiness and E-Loyalty in B2C E-commerce. Electronic surveys were designed and applied to 982 e-commerce users around the world. With data collected, double-mediation structural equation modeling was used to validate direct relationship between variables, managerial and academic implications are presented.


Pedro Julián Ramírez-Angulo and Edison Jair Duque-Oliva (2017) ,"Technology Readiness and E-Loyalty in B2c E-Commerce ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 42-43.


Pedro Julián Ramírez-Angulo, Universidad Autónoma de Occidente, Colombia
Edison Jair Duque-Oliva, Universidad Nacional de Colombia, Colombia


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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