LA INFLUENCIA DE LAS HABILIDADES DIGITALES PARA LA BÚSQUEDA DE INFORMACIÓN COMERCIAL ON-LINE SOBRE EL E-SHOPPING: CUANDO LAS DESIGUALDADES DIGITALES AFECTAN A LOS NEGOCIOS

Resumen

De acuerdo con el Modelo de Aceptación de las Tecnología (TAM), en este artículo se estudia cómo las habilidades para la búsqueda y verificación de la información comercial on-line afectan a la adopción de hábitos de compra a través de Internet. En segundo lugar, se estudia cómo este tipo de habilidades están positivamente influidas por la capacidad para buscar, en general, contenidos en Internet. Por último, reflexionamos sobre las implicaciones que la desigualdad digital, es decir, la distribución desigual de los usos beneficiosos de Internet entre la población, como por ejemplo los informativos, pueden tener sobre el comercio electrónico.

https://doi.org/10.3232/GCG.2016.V10.N3.05
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