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Memorias de investigación
Communications at congresses:
Assessing the influence of Income of Income Level on Electronic Commerce Acceptance
Research Areas
  • Business organisation
The profile of the average e-shopper has been changing as Internet increases its presence as a source of revenue for businesses across the globe. Thus, although the average e-shopper from the origins of e-commerce corresponded to that of a middle-aged male with high income and high educational level, it is now more difficult to define such a precise average profile, as the socio-demographic characteristics of online shoppers are now more heterogeneous. Because of this, the study of the influence of gender and age in e-shoppers? behavior is a topic of increasing interest; nevertheless, this interest does not seem to include the study of the influence of other socio-demographic segmentation variables, such as income level, a topic where the scarcity of research is alarming. This research investigates the moderating role of income level in e-shopping behavior, by proposing a model based on UTAUT2 and considering the influence of seven antecedents of purchase intention and purchase behavior, and validates the proposed model with an empirical study of 817 Spanish e-shoppers, divided into four ranges of income level. In order to assess the role of income level in e-shopper behavior the PLS analysis of the resulting structural models was followed by a multigroup comparison using four different methods. The findings from the data analysis showed that there are significant differences in e-shopping behavior which are contingent on income level, and concluded that there are mainly three type of online shopping behaviors associated to higher, intermediate and lower incomes.
3rd Global Innovation and Knowledge Academy (GIKA 2014)
Start Date
End Date
From page
To page
Proceedings of the 3rd Global Innovation and Knowledge Academy (GIKA 2014)
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
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