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World Summit on Knowledge Society

WSKS 2010: Organizational, Business, and Technological Aspects of the Knowledge Society pp 186–192Cite as

Perceived Compatibility and the Adoption of B2C E-Commerce by Non-buyers

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Part of the book series: Communications in Computer and Information Science ((CCIS,volume 112))

Abstract

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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Author information

Authors and Affiliations

  1. Grupo de Tecnologías de la Información para la Gestión Empresarial, Escuela Técnica Superior de Ingenieros de Telecomunicación, Universidad Politécnica de Madrid, Av. Complutense 30, 28040, Madrid

    Ángel Hernández-García, Santiago Iglesias-Pradas, Julián Chaparro-Peláez & Félix Pascual-Miguel

Authors
  1. Ángel Hernández-García
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  2. Santiago Iglesias-Pradas
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  3. Julián Chaparro-Peláez
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  4. Félix Pascual-Miguel
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Editor information

Editors and Affiliations

  1. The American College of Greece, Aghia Paraskevi, Athens, Greece

    Miltiadis D. Lytras

  2. University of Oviedo, Spain

    Patricia Ordonez de Pablos

  3. Bar-Ilan University, Ramat Gan, Israel

    Adrian Ziderman

  4. De Montfort University, Leicester, UK

    Alan Roulstone

  5. Institute for Information Systems and Computer Media, Graz University of Technology, Inffeldgasse 16, 8010, Graz, Austria

    Hermann Maurer

  6. Wellesley College, Wellesley, MA, USA

    Jonathan B. Imber

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Hernández-García, Á., Iglesias-Pradas, S., Chaparro-Peláez, J., Pascual-Miguel, F. (2010). Perceived Compatibility and the Adoption of B2C E-Commerce by Non-buyers. In: Lytras, M.D., Ordonez de Pablos, P., Ziderman, A., Roulstone, A., Maurer, H., Imber, J.B. (eds) Organizational, Business, and Technological Aspects of the Knowledge Society. WSKS 2010. Communications in Computer and Information Science, vol 112. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-16324-1_20

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  • DOI: https://doi.org/10.1007/978-3-642-16324-1_20

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-16323-4

  • Online ISBN: 978-3-642-16324-1

  • eBook Packages: Computer ScienceComputer Science (R0)

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