E-Commerce in times of pandemic: re-examining the role of key antecedents of Purchase Intention

Authors

  • Cristobal Barra Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile https://orcid.org/0000-0002-4862-5080
  • Wilson Esquivel Facultad de Economía y Negocios, Universidad Finis Terrae
  • Allison Medel Facultad de Economía y Negocios, Universidad Finis Terrae
  • Bastian Melendez Facultad de Economía y Negocios, Universidad Finis Terrae

Abstract

The objective of this research is to test a model for the formation of purchase intention in electronic commerce in the  pandemic period, and in this way, to establish the similarities and differences that could be  developed in the relationship of these variables with a context of normality. To carry out this objective, a model is proposed where trust and ease of use are the most relevant antecedents of online purchase intention.  Then, on the one hand, the willingness to  trust, privacy and security are considered as determinant variables of trust, while, on the other hand, utilitarian and hedonic  characteristics are considered as determinants of ease of use. To test the model, a sample of 242 users of electronic  commerce platforms in Chile was obtained and the relationships were analyzed using a  structural equation model. As a result, it was possible to verify that the effect of trust and ease of use are verified in this context, but a greater effect of the second variable with respect to the first is striking. In addition, it was found that the effect of the willingness to trust and privacy on trust is not significant, as is the effect of hedonic characteristics on ease of use, giving a leading role to security and utilitarian characteristics in the model. The results help administrators to point their management objectives towards these  variables in order to improve the purchase intention of consumers.

Keywords:

Purchase intention, E-Commerce, Trust, Ease of use, Pandemic

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