Similarities in Factors Affecting Online Shopping Intention in Ecuador and Peru: A Multigroup Analysis

Margalina V.-M.; Cutipa Limache A.M. · Springer Proceedings in Business and Economics (2023) · DOI: 10.1007/978-3-031-34589-0_10

Resumen

The objective of this chapter is to analyze if there are similarities on the effects of online shopping channel attributes and perceived risks on online shopping intention among shoppers from Ecuador and Perú. For this purpose, a survey has been applied to Bachelor students from both countries for evaluating their behavior on fashion online shopping. The hypotheses were tested by applying a multigroup PLS-SEM analysis. The results show that convenience and perceived risks are the factors that explain online shopping behavior. It has also been found a significant effect of institutional trust on perceived risk. But, contrary to expectations, higher perceived risks and higher institutional trust resulted in higher perceived risks of online shopping. However, institutional trust has a low explicative and predictive relevance. As a result of multigroup analysis, it seems that there are no significant differences between the two countries, but the external model assessment and the MICOM and PLSpredict analysis indicate that the path-model analysis must be performed separately for each country.

Instituciones: Universidad Nacional del Altiplano