Author: Claudia Patricia Murcia Zorrilla
Programme: Doctoral Programme on the Information and Knowledge Society
Language: Spanish
Supervisor: Dr Ana Isabel Jiménez Zarco & Dr Alicia Izquierdo Yusta
Faculty / Institute: UOC Doctoral School
Key words: marketing, digital marketing, e-commerce, TOE Technology,technology adoption model, organization, environment
Abstract:
Important changes in the environment have accelerated the process of digital transformation of different economic sectors. The main objective was to analyze the determinants of the adoption of electronic commerce as an innovative digital marketing strategy in companies. For this, the TOE model of technological adoption and diffusion, developed by Tornatzky and Fleischer (1990), was taken as a basis. A quantitative investigation was conducted. The data was obtained through an online questionnaire, which was shared with 385 Colombian companies. For the analysis, the structural equation modeling method with partial least squares (SEM-PLS) was used. Variables considered to be related to the adoption of electronic commerce were identified. The results obtained contribute to strengthening research literature in the field of electronic commerce, by providing important implications and recommendations for business.