Analysis of e-commerce acceptance using the technology acceptance model

The adoption of e-commerce by a population requires an analysis of its social, cultural and economic environment, so it is necessary to propose and validate models based on the particularities of each region. From this need arises present research with the objective to examine the factors of the E-Commerce adoption in university students of the Medellin city, through the technology acceptance model, adding the variables of Perceived Security and Trust. The quantitative methodological design consisted of a cross-sectional exploratory research study in order to validate the model. A quantitative self-administered questionnaire was applied to 369 university students from the city of Medellin. To check the validity of the measurement scale used, it was developed to confirmatory factor analysis. Various hypotheses were collected and the degree of association was measured by the statistical Somers' D and Cramer's V. In this study, the attitude is correlated in 0.61 with the intention, being the variable with the greatest impact. Furthermore, the ease of use, perceived usefulness and trust, are antecedent of online shopping intention.