Intention to use e-commerce web sites in university students

Abstract

Online shopping has an increasingly important presence, and social media has helped its growth. Hence the need to know what attracts people to the use of such websites. The objective of this study was to contribute to the literature on the intention to use online shopping pages. The technology acceptance model (TAM) was combined with trust. Using a sample of 199 university students from southern Tamaulipas (Mexico), a linear regression model was performed. The results show that attitude, confidence, and ease of use are significant predictors of the intention to use e-commerce pages. These findings are important to online retailers and related associations in contexts such as the one analyzed. A key implication is that online marketers must strive to make their websites trustworthy and attractive.