Exploración de los factores del uso del C2C en Colombia

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Publicado 13-01-2021
Javier A. Sánchez Torres
Alexander Varón Sandoval
Francisco Javier Arroyo Cañada
Sandra Rojas Berrio

Resumen

Este estudio, analiza los factores que los usuarios del comercio entre personas C2C valoran como influyentes directos en la intención de uso y adopción de un Marketplace. Se plantea un modelo empírico que integran tres variables que examinan la confianza y a su vez otras variables que inciden en la intención y compra C2C, tomando una muestra de 686 encuestas recogidas por internet en Colombia. Los resultados muestran que la confianza es un factor fundamental en este tipo de comercio electrónico en Colombia, teniendo que los usuarios del C2C buscaran páginas de intermediación que tengan third party recognition (TPR) y calidad en su web, así mismo, variables claves en la adopción de este canal comercial son encontrar precios bajos y la influencia social, la percepción de confianza en este tipo de comercio electrónico, es un concepto más amplio que requiere un análisis de factores psicosociales. Para las empresas que gestionan los Marketplace, este estudio les permite enfocarse en acciones y herramientas claves de sus sitios web. Este estudio permite conocer a los usuarios de este sistema transaccional, específicamente para la zona latinoamericana, resaltando cuáles son las variables que más tienen en cuenta para comercializar entre personas. Los resultados demuestran que el C2C requiere de Marketplace que garanticen las condiciones necesarias para una compra/venta en condiciones de confianza y calidad.

Cómo citar

Sánchez Torres, J. A., Varón Sandoval, A., Arroyo Cañada, F. J., & Rojas Berrio, S. (2021). Exploración de los factores del uso del C2C en Colombia. Cuadernos De Gestión, 21(1), 7–18. https://doi.org/10.5295/cdg.180945js
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Keywords

Compra electrónica, C2C, adopción, UTAUT, comercio electrónico, marketplace

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