The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry

Detalhes bibliográficos
Autor(a) principal: Izquierdo Yusta, Alicia
Data de Publicação: 2011
Outros Autores: Martínez Ruiz, María Pilar, Jiménez Zarco, Ana Isabel
Tipo de documento: Artigo
Idioma: spa
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/721
Resumo: With the aim of studying those factors affecting the acceptance of a new distribution channel by the final consumer, we have analyzed the importance of acquiring by the convenience, subjective norm, usefulness and perceived ease of use on intention to buy on-line by the end user. The study of these variables was carried out specifically in the context of the Technology Acceptance Model and the Theory of Planned Behavior, whose theoretical basis is the Theory of Reasoned Action by causal model. For this we have conducted an on-line survey in Spain to a panel of Internet users during the months of December 2007 to January 2008. The final sample size was 190 Internet users. To test the causal model proposed in the research we used the PLS method, especially suitable for working with formative scales, as well as investigations in the field of TAM. The findings have revealed how convenience is the most important influence on the utility of using the Internet as a shopping channel, and one of the most important factors that, together with subjective norms, determines the purchase intentions through Internet. These findings are consistent with those found in previous researches in the relevant literature and had shown how convenience was the main motivating factor in online shopping. From these results it has been possible to propose several recommendations to improve online business management of enterprises in the sector.Key words: Convenience. Subjective norm. Online shopping. TAM. Hotel booking.
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spelling The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industryEl Papel de la Conveniencia y de la Norma Subjetiva en la Intención de Compra por Internet (B2C): una aplicación en la industria hoteleraO Papel de Conveniência e da Norma Subjetiva na Intenção de Compra por meio da Internet (B2C): uma aplicação na indústria hoteleiraConvenience. Subjective norm. Online shopping. TAM. Hotel booking.Conveniencia. Norma subjetiva. Compra on line. TAM. Reserva hotelera.Conveniência. Norma subjetiva. Compras online. TAM. Reserva hoteleira.With the aim of studying those factors affecting the acceptance of a new distribution channel by the final consumer, we have analyzed the importance of acquiring by the convenience, subjective norm, usefulness and perceived ease of use on intention to buy on-line by the end user. The study of these variables was carried out specifically in the context of the Technology Acceptance Model and the Theory of Planned Behavior, whose theoretical basis is the Theory of Reasoned Action by causal model. For this we have conducted an on-line survey in Spain to a panel of Internet users during the months of December 2007 to January 2008. The final sample size was 190 Internet users. To test the causal model proposed in the research we used the PLS method, especially suitable for working with formative scales, as well as investigations in the field of TAM. The findings have revealed how convenience is the most important influence on the utility of using the Internet as a shopping channel, and one of the most important factors that, together with subjective norms, determines the purchase intentions through Internet. These findings are consistent with those found in previous researches in the relevant literature and had shown how convenience was the main motivating factor in online shopping. From these results it has been possible to propose several recommendations to improve online business management of enterprises in the sector.Key words: Convenience. Subjective norm. Online shopping. TAM. Hotel booking. Con la finalidad de investigar los factores que inciden en la aceptación por parte del consumidor final de un nuevo canal de distribución, el presente artículo pretende evaluar la importancia que adquieren, la conveniencia, la norma subjetiva, la utilidad y la facilidad de uso percibida, en la intención de compra on-line por parte de este consumidor final. El estudio de estas variables se realizará de manera específica, en el contexto de los fundamentos teóricos del Modelo de Aceptación de la Tecnología y de la Teoría del Comportamiento Planificado –cuya base teórica es la Teoría de la Acción Razonada - , a partir de un modelo de relaciones causales. Para alcanzar este objetivo se realizó una encuesta on line con internautas de España, durante los meses de diciembre de 2007 y enero de 2008. El tamaño de la muestra final fue de 190 internautas, que después de considerar diversas etapas en el proceso de decisión de compra de una pernoctación hotelera, finalmente decidieron efectuar la reserva por un canal tradicional. Para contrastar el modelo causal propuesto en la investigación se utilizó la metodología PLS, especialmente adecuada para trabajar con escalas formativas, así como en las investigaciones realizas en el campo de TAM. Los resultados obtenidos demostraron de qué forma la conveniencia constituye el motivo más importante e influyente en el uso de la Internet como canal de compra, siendo también un factor importante junto con las normas subjetivas, para determinar las intenciones de compra por Internet. Estos resultados son coherentes con los encontrados en literatura relevante sobre trabajos realizados anteriormente, en ellos se demostraba que la conveniencia era el principal factor de motivación para las compras on line. A partir de estos datos ha sido posible proponer diversas recomendaciones para mejorar la gestión comercial on line de las empresas del sector.Palabras clave: Conveniencia. Norma subjetiva. Compra on line. TAM. Reserva hotelera. Com o objetivo de investigar os fatores que incidem na aceitação  pelo consumidor final de um novo canal de distribuição, o presente artigo avalia a importância da conveniência, da norma subjetiva, da utilidade e da facilidade de uso percebida na intenção da compra on-line por parte do consumidor. O estudo dessas variáveis é realizado no contexto dos fundamentos dos Modelos de Aceitação de Tecnologia - TAM e da Teoria do Comportamento Planejado, cuja base teórica é a Teoria da Ação Racional, a partir de um modelo de relações causais. Para alcançar tal objetivo foi realizada, na Espanha, uma pesquisa on-line com internautas, durante os meses de dezembro de 2007 a janeiro de 2008. O tamanho da amostra foi de 190 internautas. Para testar o modelo causal proposto pela pesquisa foi utilizado o método PLS, especialmente adequado para trabalhar com escalas formativas e para pesquisas de campo por TAM. Os resultados obtidos revelaram que conveniência constitui a influência mais importante sobre o uso da internet como canal de compra, bem como um dos fatores mais importantes que, somados às normas subjetivas, determinam as intenções de compra pela Internet. Esses resultados são coerentes com os encontrados em trabalhos realizados anteriormente em destacada literatura, revelando como a conveniência é o principal fator de motivação para as compras on-line. A partir destes dados foi possível propor diversas recomendações para melhorar a gestão comercial on-line para empresas do setor.Palavras-chave: Conveniência. Norma subjetiva. Compras online. TAM. Reserva hoteleira. FECAP2011-07-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/72110.7819/rbgn.v13i39.721Review of Business Management; Vol. 13 No. 39 (2011); 137-158RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 39 (2011); 137-158RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 39 (2011); 137-1581983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPspahttps://rbgn.fecap.br/RBGN/article/view/721/742Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessIzquierdo Yusta, AliciaMartínez Ruiz, María PilarJiménez Zarco, Ana Isabel2021-07-21T16:38:08Zoai:ojs.emnuvens.com.br:article/721Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:38:08Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
El Papel de la Conveniencia y de la Norma Subjetiva en la Intención de Compra por Internet (B2C): una aplicación en la industria hotelera
O Papel de Conveniência e da Norma Subjetiva na Intenção de Compra por meio da Internet (B2C): uma aplicação na indústria hoteleira
title The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
spellingShingle The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
Izquierdo Yusta, Alicia
Convenience. Subjective norm. Online shopping. TAM. Hotel booking.
Conveniencia. Norma subjetiva. Compra on line. TAM. Reserva hotelera.
Conveniência. Norma subjetiva. Compras online. TAM. Reserva hoteleira.
title_short The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
title_full The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
title_fullStr The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
title_full_unstemmed The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
title_sort The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry
author Izquierdo Yusta, Alicia
author_facet Izquierdo Yusta, Alicia
Martínez Ruiz, María Pilar
Jiménez Zarco, Ana Isabel
author_role author
author2 Martínez Ruiz, María Pilar
Jiménez Zarco, Ana Isabel
author2_role author
author
dc.contributor.author.fl_str_mv Izquierdo Yusta, Alicia
Martínez Ruiz, María Pilar
Jiménez Zarco, Ana Isabel
dc.subject.por.fl_str_mv Convenience. Subjective norm. Online shopping. TAM. Hotel booking.
Conveniencia. Norma subjetiva. Compra on line. TAM. Reserva hotelera.
Conveniência. Norma subjetiva. Compras online. TAM. Reserva hoteleira.
topic Convenience. Subjective norm. Online shopping. TAM. Hotel booking.
Conveniencia. Norma subjetiva. Compra on line. TAM. Reserva hotelera.
Conveniência. Norma subjetiva. Compras online. TAM. Reserva hoteleira.
description With the aim of studying those factors affecting the acceptance of a new distribution channel by the final consumer, we have analyzed the importance of acquiring by the convenience, subjective norm, usefulness and perceived ease of use on intention to buy on-line by the end user. The study of these variables was carried out specifically in the context of the Technology Acceptance Model and the Theory of Planned Behavior, whose theoretical basis is the Theory of Reasoned Action by causal model. For this we have conducted an on-line survey in Spain to a panel of Internet users during the months of December 2007 to January 2008. The final sample size was 190 Internet users. To test the causal model proposed in the research we used the PLS method, especially suitable for working with formative scales, as well as investigations in the field of TAM. The findings have revealed how convenience is the most important influence on the utility of using the Internet as a shopping channel, and one of the most important factors that, together with subjective norms, determines the purchase intentions through Internet. These findings are consistent with those found in previous researches in the relevant literature and had shown how convenience was the main motivating factor in online shopping. From these results it has been possible to propose several recommendations to improve online business management of enterprises in the sector.Key words: Convenience. Subjective norm. Online shopping. TAM. Hotel booking.
publishDate 2011
dc.date.none.fl_str_mv 2011-07-07
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/721
10.7819/rbgn.v13i39.721
url https://rbgn.fecap.br/RBGN/article/view/721
identifier_str_mv 10.7819/rbgn.v13i39.721
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/721/742
dc.rights.driver.fl_str_mv Copyright (c) 2014 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 13 No. 39 (2011); 137-158
RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 39 (2011); 137-158
RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 39 (2011); 137-158
1983-0807
1806-4892
reponame:Revista Brasileira de Gestão de Negócios (Online)
instname:Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron:FECAP
instname_str Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron_str FECAP
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reponame_str Revista Brasileira de Gestão de Negócios (Online)
collection Revista Brasileira de Gestão de Negócios (Online)
repository.name.fl_str_mv Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)
repository.mail.fl_str_mv ||jmauricio@fecap.br
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