Moderating effect of the digital divide of e-commerce
International Journal of Social Economics
ISSN: 0306-8293
Article publication date: 21 November 2019
Issue publication date: 21 November 2019
Abstract
Purpose
The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce.
Design/methodology/approach
This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers.
Findings
The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce.
Originality/value
This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.
Keywords
Citation
Sánchez-Torres, J.A. (2019), "Moderating effect of the digital divide of e-commerce", International Journal of Social Economics, Vol. 46 No. 12, pp. 1387-1400. https://doi.org/10.1108/IJSE-11-2018-0622
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited