Fatores que influenciam a intenção de compra online: aplicação de um modelo adaptado de aceitação da tecnologia para o comércio eletrônico

摘要

This research aims to understand the factors that influence intention to online purchase ofconsumers, and to identify between these factors those that influence the users and the nonusersof electronic commerce. Thus, it is an applied, exploratory and descriptive research,developed in a quantitative model. Data collection was done through a questionnaireadministered to a sample of 194 graduate students from the Centre for Applied SocialSciences of UFRN and data analysis was performed using descriptive statistics, confirmatoryfactorial analysis and simple and multiple linear regression analysis. The results of descriptivestatistics revealed that respondents in general and users of electronic commerce have positiveperceptions of ease of use, usefulness and social influence about buying online, and intend tomake purchases on Internet over the next six months. As for the non-users of electroniccommerce, they do not trust the Internet to transact business, have negative perceptions of riskand social influence over purchasing online, and does not intend to make purchases onInternet over the next six months. Through confirmatory factorial analysis six factors were setup: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust andsocial influence. Through multiple regression analysis, was observed that all these factorsinfluence online purchase intentions of respondents in general, that only the social influencedoes not influence the intention to continue buying on the Internet from users of electroniccommerce, and that only trust and social influence affect the intention to purchase online fromnon-users of electronic commerce. Through simple regression analysis, was found that trustinfluences perceptions of ease of use, usefulness and risk of respondents in general and usersof electronic commerce, and that trust does not influence the perceptions of risk of non-usersof electronic commerce. Finally, it was also found that the perceived ease of use influencesperceived usefulness of the three groups. Given this scenario, it was concluded that it isextremely important that organizations that work with online sales know the factors thatinfluence consumers purchasing intentions in order to gain space in their market