Resumen de Modelación de la actitud hacia la compra en línea: Un estudio empírico en alumnos de posgrado
Milka Elena Escalera Chávez, Arturo García, Gustavo Gallegos
This work postulates a model based on the Theory of Technology Acceptance (TAM) to test its validity with the data the sample. The test of validity of the structure, trying to determine to what extent the questions designed to measure attitudes toward online shopping really do it. This work was developed in graduate students of Universidad Autonóma de San Luis Potosi through structural equation modeling using the AMOS 19. The results reveal a model that supports the theoretical model in the way that the attitude online is due to three factors: Orientation utilitarian, hedonic orientation and perceived benefits, however, assigning each item to each factor is not appropriate as promotions on the home page should be reassigned to hedonic orientation, also there is overlap in content between items ítems H32 y H33;H34 y H35 y B6 y B9; B9 y B10, which definitely will need a review its contents, test the model and check the results with various graduate students and from other countries.
