El proceso de adopción de nuevos sistemas de venta: aplicación al comercio electrónico entre particulares y empresas

Taking as a basis an extensive literature review, a theoretical model of e-commerce acceptance by consumers is proposed. Thus, we aim to analyse which are the factors that determine consumers? intention to buy in Internet in the future. With this objective a qualitative study is developed, consisting in in-depth interviews with experts in the field of e-commerce. Subsequently, a quantitative research based in a personal survey aimed to habitual Internet users is developed. This quantitative research aims to analyse consumers? attitudes towards e-commerce, normative influence in the behaviour, perceived behavioural control felt, perceived risk associated to virtual purchase, individual?s innovativeness and the attributes perceived in Internet as a shopping channel. More over, the effect of these variables in the process of e-commerce adoption is evaluated through SEM methodology.