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Economia Global e Gestão

versão impressa ISSN 0873-7444


GOUVEA, Maria; NAKAGAWA, Sandra  e  OLIVEIRA, Bráulio. The determinants of continuity of use of on-line channel for the purchase of books, CDs and DVDs. Economia Global e Gestão [online]. 2012, vol.17, n.1, pp.25-46. ISSN 0873-7444.

Understanding the factors that lead consumers to decide for the continuity of use of the on-line channel in the purchase of products can bring benefits for companies wishing to invest in this way. The objective of this study was to identify the influential factors in the continued use of the on-line channel. Thus, based on models of acceptance and use of technology and expectation of the use of information technology, was performed a research with 123 purchasers of books, CDs or DVDs by the Internet, from a casual sampling. Results obtained from the technique of structural equation modeling (SEM) indicate that to the maintenance of the on-line channel for buying books, CDs and DVDs are the facilitating conditions in the use of this technology and the satisfaction throughout the acquisition process of the products.

Palavras-chave : Internet; Consumer; E-consumer; Structural Equation Modeling; On-line Purchase.

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