{"id":114718,"date":"2013-03-10T00:00:00","date_gmt":"2013-03-10T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/aspectos-eticos-del-comercio-electronico-desde-la-perspectiva-de-los-consumidores\/"},"modified":"2013-03-10T00:00:00","modified_gmt":"2013-03-10T00:00:00","slug":"aspectos-eticos-del-comercio-electronico-desde-la-perspectiva-de-los-consumidores","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/murcia\/aspectos-eticos-del-comercio-electronico-desde-la-perspectiva-de-los-consumidores\/","title":{"rendered":"Aspectos \u00e9ticos del comercio electr\u00f3nico desde la perspectiva de los consumidores"},"content":{"rendered":"

Tesis doctoral de Mar\u00eda Isabel Pascual Del Riquelme Martinez <\/strong><\/h2>\n

Abstract purpose – the main goal of this thesis is to contribute to a better understanding of the factors that currently represent some of the most important obstacles for a greater acceptance of the internet as a shopping channel. Specifically, this research is focused on the study of the antecedents of consumers' concerns, perceptions and beliefs about ethical issues in e-commerce, as these consumer ethical concerns are at the core of the most important barriers related to e-commerce adoption. Unlike most previous studies, this research focuses on the study of such antecedents from a consumer's perspective, that is, on the analysis of those consumer variables that may lead to individual differences in consumer beliefs and perceptions about several online ethical issues, such as ethically-based distrust, perceived deception and privacy\/security issues. These ethical issues are among the more prevalent and difficult to invalidate barriers to e-commerce adoption, since traditional trust-building mechanisms developed by regulators in general and online retailers in particular have been found to be insufficient or even counterproductive in addressing these ethical concerns. By focusing on how this ethical dimension of consumer online related-concerns can be explained by different factors that go beyond these retailers' actions and which can be rooted in the individual differences of consumers, this thesis provides new insights about how online retailers might develop more effective strategies to successfully communicate their trustworthiness to different segments of consumers. In the light of these issues, the main objectives of this thesis are the following: 1.\tThe analysis of the influence of consumers' personal characteristics (i.E., Ethical ideology and risk aversion) on consumer's ethically-based distrust in online retailers. 2.\tThe analysis of the influence of consumer's cognitive (i.E., Internet-based information search and perceived internet usefulness) and psychographic variables (i.E., Shopping enjoyment, materialism and risk aversion) on perceived deception in both online and traditional shopping channels. 3.\tThe analysis of the moderating role of consumer's characteristics (i.E., Extraversion and demographics) in the relationship between online trust and two of its most important antecedents, perceived privacy and security. method – in order to address these objectives, this thesis is organized into three chapters. In chapter 1, the challenge of e-commerce adoption is addressed by exploring the personal antecedents of consumer's ethically-based distrust toward online retailers for a sample of 409 shoppers in both the online and the traditional shopping channels. Based on the same sample, chapter 2 investigates the antecedents of perceived deception in the online and the traditional shopping channels. Chapter 3 utilizes a different sample of 397 online shoppers to provide a more comprehensive approach toward the study of the relationships between perceived privacy, security and consumer trust in the online retailer. Overall, in these three different studies both the expected direct relationships among main constructs and the proposed moderating effects of consumer variables were assessed using linear structural relations by means of lisrel 8.80. main results – overall, findings from chapter 1 indicate that both relativist-based ethical ideology and risk aversion significantly increases consumer's ethically-based distrust toward online retailers. By contrast, this online distrust is not related to consumer's level of idealism, which parallels prior conceptual contentions about the different nature of online trust\/distrust and their potential antecedents. Accordingly, one plausible and logical explanation derived from our results for the distrust of consumers in online retailers' ethical behavior may be just their potential general lack of confidence in any standardized ethical code or universal moral rules of standards. Our research also shows that positive effects of relativism and risk aversion on consumer's ethically-based distrust of online retailers are moderated by consumers' need for personal interaction, being more pronounced for those consumers with a high need for personal interaction with retail salespeople than for those with a low need for such personal interaction. Thus, the lack of opportunities for personal interaction with retail salespeople in online shopping context has found to be an important factor in explaining consumer distrust of online settings. With regard to the impact of consumers' personal characteristics on their perceptions of deception and their potential different effects associated with online versus in-store shopping (chapter 2), the empirical study carried out in this thesis confirms the majority of our research model hypotheses. In particular, the effects of individual's cognitive factors (internet-based information search and perceived internet usefulness) and risk aversion on perceived deception were found to be more relevant when consumers shop online than when they purchase from traditional stores. Conversely, psychographic factors (shopping enjoyment and materialism) were found to play a more important role in explaining perceived deception in the traditional shopping context as compared to the online channel. These results provide useful insights about the different potential sources of perceived deception based on the different channel used by consumers for shopping. Finally, the study developed in chapter 3 about the moderating effects in the relationships between privacy, security and online trust contributes to our understanding of the conditions under which the influence of perceived privacy and security in the website are likely to have the greatest positive effects on consumer trust toward the online retailer. Consistent to previous evidence, our research confirms that both privacy and security perceptions are important antecedents of consumer trust in the online retailer, yet our findings also reveal that such importance differs among consumers. Specifically, the results indicate that privacy and security perceptions are especially important in determining trust by less extroverted consumers, males, younger and more educated consumers. resumen objetivos – la principal meta de la presente tesis doctoral es contribuir a un mayor entendimiento de los factores que, actualmente, representan algunos de los mayores obst\u00e1culos para una mayor aceptaci\u00f3n de internet como canal de compras entre los consumidores. Espec\u00edficamente, la investigaci\u00f3n se centra en el estudio de los antecedentes de las percepciones, preocupaciones y\/o creencias del consumidor sobre determinados aspectos \u00e9ticos del comercio electr\u00f3nico. A diferencia de la mayor\u00eda de estudios previos al respecto, dicho estudio se aborda desde una perspectiva del consumidor, es decir, sobre el an\u00e1lisis de aquellas variables del consumidor que pueden conducir a diferencias individuales en sus creencias y percepciones sobre dichos aspectos \u00e9ticos, entre los que se incluyen la desconfianza hacia el comportamiento \u00e9tico de los vendedores online, el enga\u00f1o percibido y las percepciones de privacidad y seguridad en la compra online. Dichos aspectos \u00e9ticos representan algunas de las barreras m\u00e1s importantes y dif\u00edciles de invalidar de la adopci\u00f3n del comercio electr\u00f3nico en la actualidad, ya que diversos estudios previos han mostrado que los mecanismos para generar la confianza online del consumidor que tradicionalmente han utilizado los reguladores en general y de los vendedores online en particular no s\u00f3lo son inefectivos sino que tambi\u00e9n pueden resultar contraproducentes a la hora de hacer frente a estas preocupaciones \u00e9ticas del consumidor sobre la compra en internet. De este modo, mediante el an\u00e1lisis de dichas preocupaciones \u00e9ticas a trav\u00e9s de factores que van m\u00e1s all\u00e1 de las acciones de vendedores o reguladores y que pueden estar ligados a diferencias individuales de los consumidores, los resultados de la presente tesis doctoral ofrecen nuevas ideas sobre c\u00f3mo los vendedores online podr\u00edan desarrollar estrategias m\u00e1s efectivas para comunicar exitosamente su fiabilidad a diferentes segmentos de consumidores. A la luz de lo expuesto, los principales objetivos de esta tesis son los siguientes: 1.\tEl an\u00e1lisis de la influencia de las caracter\u00edsticas personales del consumidor (ideolog\u00eda \u00e9tica y aversi\u00f3n al riesgo) en su desconfianza hacia el comportamiento \u00e9tico de los vendedores en internet. 2.\tEl an\u00e1lisis de la influencia de los factores cognitivos (b\u00fasqueda de informaci\u00f3n online y utilidad percibida de internet) y psicogr\u00e1ficos (placer por ir de compras, materialismo y aversi\u00f3n al riesgo) del consumidor en el enga\u00f1o que \u00e9ste percibe tanto en el canal de compra online como en el tradicional. 3.\tEl an\u00e1lisis del papel moderador de las caracter\u00edsticas del consumidor (nivel de extraversi\u00f3n, g\u00e9nero, edad y educaci\u00f3n) en las relaciones entre la confianza online y dos de sus antecedentes m\u00e1s importantes, la privacidad y seguridad percibidas. metodolog\u00eda – para la consecuci\u00f3n de tales objetivos, la presente tesis doctoral est\u00e1 estructurada en tres cap\u00edtulos principales. En el primero de ellos, para una muestra de 409 compradores a nivel nacional tanto en el canal online como en el tradicional, se aborda el desaf\u00edo de una mayor adopci\u00f3n del comercio electr\u00f3nico a trav\u00e9s de explorar los antecedentes que, desde una perspectiva del consumidor, pueden explicar su desconfianza \u00e9tica hacia las actividades de venta online. En base a la misma muestra, en el segundo cap\u00edtulo se investiga los antecedentes del enga\u00f1o percibido tanto en el canal de compras online como en el tradicional, tambi\u00e9n desde una perspectiva del consumidor. En el tercer cap\u00edtulo se utiliza una muestra diferente de 397 compradores, esta vez todos ellos relativos al canal online, con el objetivo de proporcionar un enfoque m\u00e1s comprensivo en el estudio de las relaciones entre privacidad, seguridad y confianza online a trav\u00e9s de analizar el papel moderador que en dichas relaciones juegan las caracter\u00edsticas personales del consumidor. En conjunto, en estos tres cap\u00edtulos tanto las relaciones directas esperadas entre los constructos principales como los efectos moderadores planteados son analizados mediante el uso de ecuaciones estructurales en lisrel 8.80. principales resultados – los hallazgos del cap\u00edtulo 1 indican que tanto la ideolog\u00eda \u00e9tica relativista como la aversi\u00f3n al riesgo incrementan significativamente la desconfianza del consumidor hacia el comportamiento \u00e9tico de los vendedores online. Por el contrario, dicha desconfianza no se relaciona con el nivel de idealismo \u00e9tico del consumidor, resultado que coincide con las indicaciones previas de la literatura sobre la distinta naturaleza de la confianza y la desconfianza en internet, as\u00ed como de sus posibles antecedentes. De acuerdo a estos resultados, una explicaci\u00f3n l\u00f3gica y plausible para la desconfianza \u00e9tica del consumidor hacia las actividades de venta en internet puede ser precisamente su falta de confianza en los c\u00f3digos \u00e9ticos o normas morales de comportamiento general. Resultados de este primer cap\u00edtulo tambi\u00e9n confirman que dichos efectos del relativismo \u00e9tico y de la aversi\u00f3n al riesgo sobre la desconfianza \u00e9tica online est\u00e1n moderados por la necesidad del consumidor de tener un contacto f\u00edsico con los vendedores, siendo dichos efectos m\u00e1s pronunciados entre aquellos consumidores con una gran necesidad de dicho contacto f\u00edsico. Por consiguiente, las escasas oportunidades para la interacci\u00f3n personal con los vendedores que caracteriza el entorno de compra online se revelan como un importante factor a la hora de explicar este tipo desconfianza \u00e9tica del consumidor en internet. Con respecto a la influencia de las caracter\u00edsticas personales del consumidor en sus percepciones sobre el enga\u00f1o as\u00ed como a los diferentes efectos de dichas caracter\u00edsticas asociados a cada canal de compra (online o tradicional), el estudio emp\u00edrico llevado a cabo en el segundo cap\u00edtulo confirma la mayor\u00eda de las hip\u00f3tesis de investigaci\u00f3n. En particular, los efectos de los factores cognitivos (b\u00fasqueda de informaci\u00f3n y utilidad percibida de internet) y de la aversi\u00f3n al riesgo se han hallado m\u00e1s relevantes a la hora de explicar el enga\u00f1o percibido en el canal online, mientras que los factores psicogr\u00e1ficos (placer por ir de compras y materialismo) resultan tener un mayor peso a la hora de explicar el enga\u00f1o percibido en el canal tradicional de compra. Estos resultados proporcionan \u00fatiles ideas sobre las diferentes fuentes personales del enga\u00f1o percibido en funci\u00f3n del canal de compra utilizado por el consumidor. Finalmente, el estudio llevado a cabo en el tercer cap\u00edtulo sobre el efecto moderador de las caracter\u00edsticas del consumidor en las relaciones entre privacidad, seguridad y confianza online proporciona \u00fatiles contribuciones sobre las condiciones en que dicha privacidad y seguridad percibidas pueden tener una mayor influencia positiva en la confianza del consumidor hacia el vendedor online o su p\u00e1gina web. De forma consistente con la literatura previa, los resultados confirman que tanto la privacidad como la seguridad percibida act\u00faan como importantes antecedentes de la confianza online, si bien dicha importancia difiere entre los consumidores. Espec\u00edficamente, los resultados indican que las percepciones de privacidad y seguridad son especialmente importantes a la hora de determinar la confianza online de aquellos consumidores m\u00e1s introvertidos, entre los hombres, los m\u00e1s j\u00f3venes y los de mayor nivel educativo.<\/p>\n

 <\/p>\n

Datos acad\u00e9micos de la tesis doctoral \u00abAspectos \u00e9ticos del comercio electr\u00f3nico desde la perspectiva de los consumidores<\/strong>\u00ab<\/h3>\n
    \n
  • T\u00edtulo de la tesis:<\/strong>\u00a0 Aspectos \u00e9ticos del comercio electr\u00f3nico desde la perspectiva de los consumidores <\/li>\n
  • Autor:<\/strong>\u00a0 Mar\u00eda Isabel Pascual Del Riquelme Martinez <\/li>\n
  • Universidad:<\/strong>\u00a0 Murcia<\/li>\n
  • Fecha de lectura de la tesis:<\/strong>\u00a0 03\/10\/2013<\/li>\n<\/ul>\n

     <\/p>\n

    Direcci\u00f3n y tribunal<\/h3>\n
      \n
    • Director de la tesis<\/strong>\n
        \n
      • Sergio Roman Nicolas<\/li>\n<\/ul>\n<\/li>\n
      • Tribunal<\/strong>\n
          \n
        • Presidente del tribunal: salvador Ruiz de maya <\/li>\n
        • natalia melania Vila lopez (vocal)<\/li>\n
        • Carlos Flavi\u00e1n blanco (vocal)<\/li>\n
        • Jos\u00e9 Alberto Casta\u00f1eda garcia (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          Tesis doctoral de Mar\u00eda Isabel Pascual Del Riquelme Martinez Abstract purpose – the main goal of this thesis is to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[8346,8235],"tags":[60084,160500,227276,103952,25171,44729],"class_list":["post-114718","post","type-post","status-publish","format-standard","hentry","category-actitud-del-consumidor","category-murcia","tag-carlos-flavian-blanco","tag-jose-alberto-castaneda-garcia","tag-maria-isabel-pascual-del-riquelme-Martinez","tag-natalia-melania-vila-lopez","tag-salvador-ruiz-de-maya","tag-sergio-roman-nicolas"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/114718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=114718"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/114718\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=114718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=114718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=114718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}