Application of the UTAUT model to estimate the factors that influence consumers' purchase intention in e-commerce in Lima-Peru

Abstract

The objective of this research is to know what are the factors that determine the purchase intention in e-commerce of consumers in Lima. The non-probabilistic convenience sampling technique was used, with a cross-section of causal relationships through structural equation modeling (SEM). The study population was made up of people residing in Lima who made virtual purchases in the last twelve months. The sample was made up of 214 people (44.9% men and 55.1% women). The results showed that the factors of effort expectation, hedonic motivation, habit, service quality and consumer innovation positively influence purchase intention. Likewise, the factors that do not influence are performance expectation, social influence and facilitating conditions, which are below.