Condicionantes económicos de la adopción de una innovación por parte del consumidoranálisis de la compra de servicios online

Abstract

This work analyzes the process of adoption of a specific innovation by the final consumer -;in this case, the use and adoption of the Internet as a channel for information and purchasing-; in the acquisition of a service. Specifically, it looks at a tourist service with very particular characteristics, namely hotel reservations. The choice of this intangible product turns out to be a large contribution to the relevant literature, not only due to the scarcity of previous work analyzing this type of services, but also given the key importance that the tourism sector has in the geographical realm where the study was carried out. To do so, an effort was made using the TAM as the basis to analyze the influence of certain economic factors such as signs of quality and trust regarding intentions to buy. The results obtained using a sampling of 759 Internet users who, as potential tourists, have not actually acquired the service, have shown the importance of consumers' subjective rules, the perceived usefulness, trust in the web site and the signs emitted by the companies to mitigate information asymmetries on consumers' intentions to buy. Interesting conclusions are formed from this work, which contribute to a better introduction to and management of the Internet as a channel for information and sales by companies.