Influence of Trust and Security on the Intention to Shop Online

The emergence of the Internet is one of the most important changes in the lifestyle of consumer’s behavior. Latin America represents 10.5% of Internet users of the world population; being considered a market of great opportunities because of evidence of an accelerated growth in all the region (Stats, 2015). The purpose of this paper is to contribute to the explanation of consumers’ intention to purchase online, based on the adapted version of the Technological Acceptance Model (TAM).


Silvana Dakduk and Diana Rojas (2017) ,"Influence of Trust and Security on the Intention to Shop Online ", 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: 67-68.


Silvana Dakduk, Universidad de la Sabana, Colombia
Diana Rojas, Universidad de la Sabana, Colombia


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

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