TY - GEN
T1 - Trust in E-Commerce and Its Impact on the Purchase Intention of Consumers in MSME Stores in Chiapas - Mexico
AU - García-Salirrosas, Elizabeth Emperatriz
AU - Rondon-Eusebio, Rafael Fernando
AU - Esponda-Pérez, Jorge Alberto
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/6/25
Y1 - 2022/6/25
N2 - The intention to buy online is an essential factor for the success of organizations of any size and sector. Getting consumers to have a high level of purchase intention predicts actual purchasing behavior of the products or services offered. This factor is associated with various variables of consumer purchasing behavior. Trust is presented as a variable that can drive this purchase intention. Therefore, the present study aimed to determine the impact of trust in e-commerce on the purchase intention of consumers in MSME stores in Chiapas-Mexico. The PERVAINCONSA questionnaire was applied to evaluate the variables trust and purchase intention, to 330 consumers who made purchases in online stores of an MSME in Chiapas. Through a linear regression analysis, it was found that trust is a predictor variable of the purchase intention in the electronic commerce of the MSMEs (R= .750; R2 =56%), finding a positive, direct and significant. It is concluded that the greater confidence in e- commerce by consumers, the greater their intention to purchase online.
AB - The intention to buy online is an essential factor for the success of organizations of any size and sector. Getting consumers to have a high level of purchase intention predicts actual purchasing behavior of the products or services offered. This factor is associated with various variables of consumer purchasing behavior. Trust is presented as a variable that can drive this purchase intention. Therefore, the present study aimed to determine the impact of trust in e-commerce on the purchase intention of consumers in MSME stores in Chiapas-Mexico. The PERVAINCONSA questionnaire was applied to evaluate the variables trust and purchase intention, to 330 consumers who made purchases in online stores of an MSME in Chiapas. Through a linear regression analysis, it was found that trust is a predictor variable of the purchase intention in the electronic commerce of the MSMEs (R= .750; R2 =56%), finding a positive, direct and significant. It is concluded that the greater confidence in e- commerce by consumers, the greater their intention to purchase online.
KW - E-commerce
KW - MSME
KW - Purchase behavior
KW - Purchase intention
KW - Trust
UR - https://www.scopus.com/pages/publications/85139935483
U2 - 10.1145/3549843.3549863
DO - 10.1145/3549843.3549863
M3 - Conference contribution
AN - SCOPUS:85139935483
T3 - ACM International Conference Proceeding Series
SP - 85
EP - 90
BT - ICEBT 2022 - 2022 6th International Conference on E-Education, E-Business and E-Technology
T2 - 6th International Conference on E-Education, E-Business and E-Technology, ICEBT 2022
Y2 - 25 June 2022 through 27 June 2022
ER -