ANÁLISIS DE LA INCIDENCIA DEL GÉNERO EN LA ACTITUD HACIA EL USO DEL T-COMMERCE MEDIANTE LA COMPARACIÓN DE MODELOS ESTRUCTURALES

Abstract

Digital television development and its convergence with computer systems and communication networks have improved the chances of user interaction, facilitating electronic commerce through television. The study of technology acceptance indicates that the attitude towards technology is the main precursor of the behavioral intention to use. This study aims to determine the effect of gender on the precedents of the attitude towards use of t-commerce. From information gathered with a self-administered questionnaire we have estimated a Structural Equation Modeling, for two groups, to determine significant differences between the attitude precedents towards the use of t-commerce between men and women.

Keywords

• Attitude towards the use of t-commerce
• gender
• perceived ease of use
• t-commerce
• interactive digital television
• TAM.