摘要：El objetivo de este trabajo es examinar los efectos moderadores en la adopción del e-commerce según sea el estado de difusión de este en un país, haciendo énfasis en las características que presenta cada país según el desarrollo de este canal comercial. Se realizó un análisis exploratorio con datos segundarios que permitió encontrar relaciones primarias del desarrollo del e-commerce y las variables de adopción que se usan para describirla, como lo son la influencia social y expectativas de esfuerzo. Abstract The aim of this paper is to examine the moderating effects in the adoption of e-commerce as the diffusion state in a country, emphasising the characteristics presented by each country according to the development of this commercial channel. Secondary exploratory data analysis showed primary relationships of development of e-commerce adoption and variables used to describe it, such as social influence and expectations of effort.
其他摘要：The aim of this paper is to examine the moderating effects in the adoption of e-commerce as the diffusion state in a country, emphasising the characteristics presented by each country according to the development of this commercial channel. Secondary exploratory data analysis showed primary relationships of development of e-commerce adoption and variables used to describe it, such as social influence and expectations of effort.
关键词：Adopción;e-Commerce;Brecha digital;Comportamiento del consumidor Internet;Innovación
其他关键词：Adoption;e-Commerce Digital divide;Consumer behaviour Internet;Innovation
