El efecto de la experiencia de flujo en la adopción de los supermercados en línea aplicando el modelo de aceptación de tecnología (TAM)


  • Doris Morales UOC y ESRP
  • Alejandro Alegret Cotas
  • Irene Esteban-Millat


Este estudio tiene como objetivo mejorar la comprensión del comportamiento del consumidor en el uso de una tecnología disruptiva como los supermercados en línea. Comprender este proceso permite obtener más información sobre el comportamiento del consumidor. Basándose en una muestra de 651 usuarios, se utilizan ecuaciones estructurales para analizar empíricamente la validez del modelo. El efecto del flujo se identifica en términos de facilidad de uso percibida, utilidad percibida y uso actual de supermercados en línea. La importancia de este factor se demuestra como un complemento al TAM que puede estar relacionado positivamente con la publicidad en línea. 

Palabras clave

TAM, flujo, supermercados en línea, comportamiento del consumidor en línea, modelos de ecuaciones estructurales


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