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dc.creatorSánchez-Torres J.A.
dc.descriptionPurpose: 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. © 2019, Emerald Publishing Limited.
dc.publisherEmerald Group Publishing Ltd.
dc.sourceInternational Journal of Social Economics
dc.subjectDigital divide
dc.subjectPublic politics
dc.subjectelectronic commerce
dc.subjectindustrial development
dc.subjectindustrial performance
dc.subjecttechnological development
dc.subjecttechnology adoption
dc.titleModerating effect of the digital divide of e-commerce
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.affiliationSánchez-Torres, J.A., Department of Marketing, Universidad de Medellin, Medellin, Colombia
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