Determinantes para la adopción del comercio electrónico como forma de compra de productos de supermercado para residentes de sectores urbanos.

Abstract

The purpose of this paper is to determine the factors that influence the intention to purchase online supermarket products in urban residents, under the framework of the Theory of Planned Behavior (TPB) with the purpose of having a criterion for investment in a online store to serve this market segment. The data was collected through a structured questionnaire based on the work of Liao, Chen, & Yen, (2007) that uses the Theory of Planned Behavior (TPB) to measure the acceptance of online services. The results of the research suggest that, despite the attractiveness for the respondent to buy on the internet, the purchase of supermarket products in this way does not present the same level of agreement. In general terms, the acquisition of supermarket products over the Internet is not a pleasant experience according to the criteria of the respondents in the sample, this would support the argument proposed by Hansen, Møller, & Stubbe (2004), who argued that supermarket purchases they are seen by the consumer as an experience in which they enjoy making purchases while enjoying family time. The results of the research allowed us to propose the design of a supermarket product marketing model through the internet. The model proposed is a generic model, even without a brand, however, the financial evaluation was carried out to determine its feasibility of execution.