La controlabilidad percibida y su influencia en el comercio electrónico.

Abstract

The objective of this study was to study the effect of perceived controllability in the intention to make purchases online from consumers. The theoretical framework of the present study was approached from the theory of planned behavior proposed by Ajzen (1991). Likewise, the present document integrated the study of the variable perceived controllability that is also known as the locus of control, in such a way, the effect of that variable on the model of intention to conduct electronic commerce can be evaluated under the theory of planned behavior (Jácome, 2018). The perceived controllability refers to the fact that the individuals perceive that they have control over the process of shopping online, in that way they anticipate that they will obtain positive results from the online transaction. The study was conducted on a sample of 439 individuals from the city of Guayaquil. The data collection was carried out through a survey so the present investigation was approached from a quantitative perspective. The findings reported that there is a significant relationship between the perceived controllability and the intention to make purchases online from an individual, whose relationship is fully mediated by the attitude that the individual has about making transactions in this channel. Similarly, the study concluded that there are no significant differences in terms of perceived controllability related to the demographic variable called population groups or segments.