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Abstract
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| The purpose of this article is to study the factors which affect the intention to buy online for users who have never made any prior purchase using the electronic channel, with special focus to the role of perceived compatibility. To do so, an adoption model for e-commerce was proposed on the basis of the Technology Adoption Model (TAM) and the Innovations Diffusion Theory (IDT). In order to validate the model, data gathered amongst Spanish consumers who had no experience using e-commerce, were analyzed using the partial least squares (PLS) method. The results have demonstrated the importance of perceived compatibility as a significant factor to foster non-buyers¿ adoption of electronic business-to-consumer e-commerce (eB2C). | |
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International
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Si |
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Congress
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3rd World Summit on the Knowledge Society |
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960 |
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Place
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Corfú (Grecia) |
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Reviewers
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Si |
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ISBN/ISSN
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1865-0929 |
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Start Date
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22/09/2010 |
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End Date
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24/09/2010 |
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From page
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186 |
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To page
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192 |
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Proceedings 3rd World Summit on the Knowledge Societ |