eda Estudios de Administración Estud. adm. (En línea) 0719-0816 0719-0816 Universidad de Chile. Facultad de Economía y Negocios. Departamento de Administración 10.5354/0719-0816.2022.67181 Articles Comercio Electrónico en tiempos de pandemia: re-examinando el rol de los antecedentes claves de la Intención de Compra E-Commerce in times of pandemic: re-examining the role of key antecedents of Purchase Intention http://orcid.org/0000-0002-4862-5080 Barra Cristobal 1 Esquivel Wilson 2 Medel Allison 2 Melendez Bastian 2 Facultad de Economía y Negocios, Universidad de Chile, Chile Facultad de Economía y Negocios, Universidad de Chile Universidad de Chile Facultad de Economía y Negocios Chile cbarra@unegocios.cl Facultad de Economía y Negocios, Universidad Finis Terrae, Chile Facultad de Economía y Negocios, Universidad Finis Terrae Universidad Finis Terrae Facultad de Economía y Negocios Chile wesquivelt@uft.edu amedelv@uft.edu bmelendezl@uft.edu Jan-July 2022 29 1 28 51 18 02 2022 21 05 2022 Este es un artículo publicado en acceso abierto bajo una licencia Creative Commons Resumen:

La presente investigación tiene por objetivo probar un modelo de formación de intención de compra en el comercio electrónico en periodo de pandemia, con el fin de establecer las similitudes y diferencias que se podrían desarrollar en la relación de estas variables en un contexto de normalidad. Para llevar a cabo ese objetivo, se propone un modelo donde la confianza y la facilidad de uso son los antecedentes más relevantes de la Intención de compra online. La disposición a confiar, la privacidad y la seguridad son consideradas como variables determinantes de la confianza, mientras que, las características utilitarias y hedónicas se consideran determinantes de la facilidad de uso. Para probar el modelo, se consideró una muestra de 242 usuarios de plataformas de comercio electrónico en Chile; esas relaciones se analizaron utilizando un modelo de ecuaciones estructurales. Como resultado de la investigación, se pudo constatar que el efecto de la confianza y la facilidad de uso se comprueban en este contexto, pero llama la atención un mayor efecto de la segunda variable con respecto a la primera; además, se determinó que el efecto de la disposición a confiar y la privacidad sobre la confianza no es significativo, al igual que el de las características hedónicas sobre la facilidad de uso, dando un rol protagónico a la seguridad y las características utilitarias en el modelo. Los resultados del estudio contribuyen a que los administradores orienten sus objetivos de gestión hacia estas variables en pos de mejorar la Intención de compra de los consumidores.

 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.

 Palabras clave: Intención de compra Comercio electrónico Confianza Facilidad de uso Pandemia Keywords: Purchase intention E-Commerce Trust Ease of use Pandemic

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