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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

Customer Behavior in Electronic Commerce: A Bayesian Approach

by
Silvana Dakduk
1,
Enrique ter Horst
2,
Zuleyma Santalla
3,
German Molina
4 and
José Malavé
5
1
Departament of Marketing, Colegio de Estudios Superiores de Administración - CESA, Bogotá, Colombia
2
Departament of Finance, Colegio de Estudios Superiores de Administración - CESA, Bogotá, Colombia
3
Departament of Psychology, Universidad Católica Andrés Bello - UCAB, Caracas, Venezuela
4
Idalion Capital US LP, Quantitative Trading Group, FL, USA
5
Department of Management and Leadership, Instituto de Estudios Superiores de Administración - IESA, Caracas, Venezuela
J. Theor. Appl. Electron. Commer. Res. 2017, 12(2), 1-20; https://doi.org/10.4067/S0718-18762017000200002
Submission received: 10 June 2016 / Accepted: 15 December 2016 / Published: 1 May 2017
Versions Notes

Abstract

Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.
Keywords: Intention; Attitude, Internet; E-purchase; E-commerce; E-customers; Bayesian; MCMC Intention; Attitude, Internet; E-purchase; E-commerce; E-customers; Bayesian; MCMC

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MDPI and ACS Style

Dakduk, S.; Horst, E.t.; Santalla, Z.; Molina, G.; Malavé, J. Customer Behavior in Electronic Commerce: A Bayesian Approach. J. Theor. Appl. Electron. Commer. Res. 2017, 12, 1-20. https://doi.org/10.4067/S0718-18762017000200002

AMA Style

Dakduk S, Horst Et, Santalla Z, Molina G, Malavé J. Customer Behavior in Electronic Commerce: A Bayesian Approach. Journal of Theoretical and Applied Electronic Commerce Research. 2017; 12(2):1-20. https://doi.org/10.4067/S0718-18762017000200002

Chicago/Turabian Style

Dakduk, Silvana, Enrique ter Horst, Zuleyma Santalla, German Molina, and José Malavé. 2017. "Customer Behavior in Electronic Commerce: A Bayesian Approach" Journal of Theoretical and Applied Electronic Commerce Research 12, no. 2: 1-20. https://doi.org/10.4067/S0718-18762017000200002

APA Style

Dakduk, S., Horst, E. t., Santalla, Z., Molina, G., & Malavé, J. (2017). Customer Behavior in Electronic Commerce: A Bayesian Approach. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 1-20. https://doi.org/10.4067/S0718-18762017000200002

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