INTENT TO USE ELECTRONIC CHANNELS: A STUDY ON THE PERSONALITY TRAITS THAT INFLUENCE THE ATTITUDE TOWARDS ONLINE SHOPPING
Abstract
The digital transformation driven by the COVID-19 pandemic has meant a profound change in different business sectors that provide products and services that seek the best way to continue to have contact with their customers, despite the isolation. It is evident that on-trade sales have been limited by the COVID-19 virus, which has redirected marketing strategies towards the digital channel, however, it is still uncertain which products are more appropriate for electronic distribution or even more important; which segments or groups of consumers are most likely to adopt that channel of consumption. The present study aims to analyze the relationship between cognitive and personality aspects of the consumer to measure their influence on the intention to use electronic channels. Through a descriptive correlational design, 104 surveys conducted with residents of the city of Cali were obtained to identify the influence of personal innovation, technological anxiety and self-efficacy on internet, on the intention to buy online. The results suggest that perception of self-efficacy positively affects attitude towards online shopping. Thus, it is suggested that the e-commerce sector should make use of business training campaigns in online store design for improving consumers' perception of self-efficacy.
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