| Description |
1 online resource : illustrations |
| Summary |
This dataset is designed to teach the use of Partial Least Squares Structural Equation Modeling (PLS-SEM). The dataset is a subset of the 2017 Customer Behavior in Electronic Commerce Study in Ecuador. This study offers the first measurements in the country about the online purchasing behavior of Ecuadorian consumers; it was developed in partnership with the Ecuadorian Electronic Chamber of Commerce (CECE) and the Electronic Commerce Observatory led by the Espíritu Santo University (UEES) of Samborondón, Ecuador. The survey is based on the Unified Technological Acceptance Model (UTAUT) (Venkatesh, Morris, Davis, & Davis, 2003); which states, that the intention to execute a behavior associated with the adoption of technology, in this case, the online purchase, is determined by four conceptual variables: Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. The example tests and estimates how these variables are related to the Behavioral Intention of consumers to shop online. The dataset file is accompanied by a Teaching Guide, a Student Guide, and a How-to-use Guide for SmartPLS software |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Consumers -- Ecuador -- Attitudes
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Electronic commerce -- Ecuador
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Regression analysis
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Social sciences -- Statistical methods
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Structural equation modeling
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Consumers -- Attitudes.
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Electronic commerce.
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Regression analysis.
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Social sciences -- Statistical methods.
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Structural equation modeling.
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Ecuador.
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| Form |
Electronic book
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| Author |
González, Álvaro, author
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Portalanza, Alexandra, author
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Universidad Espíritu Santo, contributor
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| ISBN |
1526498200 |
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9781526498205 |
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