Moderating effect of the digital divide of e-commerce

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2 Scopus citations

Abstract

Purpose: The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce. Design/methodology/approach: This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers. Findings: The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce. Originality/value: This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.

Original languageEnglish
Pages (from-to)1387-1400
Number of pages14
JournalInternational Journal of Social Economics
Volume46
Issue number12
DOIs
StatePublished - 2 Dec 2019

Keywords

  • Adoption
  • Digital divide
  • E-commerce
  • Public politics
  • TAM

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