Moderating effect of the digital divide of e-commerce

Abstract

Purpose The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce. Design/methodology/approach This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers. Findings The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce. Originality/value This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.