A study of the aspects contributing to the adoption of the on-line channel for purchasing books, CDs, and DVDs

Abstract

The aim of this study is to identify the relevant factors to the adoption of the on-line channel for buying books, CDs, and DVDs. With this aim, the main references were the models UTAUT (Unified Theory of Acceptance and Use of Technology), Venkatesh et al. (2003), Heijden, Verhagen and Creemers (2003), and Bramall, Schoefer and McKechnie (2004). Besides the literature review of issues relevant to the subject, a descriptive research of a quantitative nature was conducted on a sample of 172 bookD, or DVD buyers in the off-line channel, living in São Paulo, in socioeconomic classes A, B and C (Brazil criterion). Data were analyzed with the use of statistical techniques in uni, bi, and multivariate contexts. We applied the technique of structural equation modeling (SEM) to be dependency relationships identified between constructs, and the contribution of each construct in the estimation of intent to adopt Internet shopping. Among the main findings, attitudes towards the use of technology, trust, and expectation of performance figured as the most relevant aspects for possible adoption of the on-line channel.