E-commerce in Chile: what factors affect the purchase decision?

Abstract

This research analyzes the factors that influence decision-making of purchasing over the internet (EC – e-commerce) in Chile. Twelve influencing variables were identified and organized into 4 categories: Sociodemographic, Economic, Familiarity with Internet and ICT and E-commerce Experience. A binary regression model was used to study the purchasing habits of a subsample of 5651 consumers who were listed in the 5th Survey about Access, Uses, Users and Willingness to Pay on Line. Marginal effect analysis was carried to find out that the determining variables that influence purchasing over the internet are gender, age, education level, income level, access to credit cards, frequency of Internet use, ability to use internet and a positive experience of giving personal information online.