Moderating effect of the digital divide of e-commerce

Javier A. Sánchez-Torres

International Journal of Social Economics, 2019, vol. 46, issue 12, 1387-1400

Abstract: Purpose - The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce. Design/methodology/approach - This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers. Findings - The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce. Originality/value - This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.

Keywords: E-commerce; Adoption; TAM; Digital divide; Public politics (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijsepp:ijse-11-2018-0622

DOI: 10.1108/IJSE-11-2018-0622

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