26th International Association for Management of Technology Conference - IAMOT 2017

This paper presents an analysis of concepts covering the use of technology, the relationship between technological change in e-commerce and buying behavior of digital consumers. In this study, the relationship between theory and practice is derived from knowledge acquired in four research projects conducted over the past six years, with the first two in Brazil and the last two in Mexico. The first project, (2010), presented the influence of innovation, participation, attitude and experience with the internet in the purchase decision, according to the various national cultures. The second project, (2013), identified the variables of consumers’ motivation to buy luxury goods through the internet, and had a mental map of consumers’ motivation who use the Internet for this purpose. The third project, (2014), considered the question of the components that allows its effectiveness, including marketing retail activities and e-payments. Finally, the fourth project, (2015), reviewed the progress in the regulation of e-commerce, in addition to presenting the legal and economic impacts of this activity in a global context. As research methodology, this papers is defined as an exploratory, descriptive, and quantitative, using the Technology Index Availability (Techqual) described by Parasuraman (2000), and applied to consumers in Brazil and Mexico, highlighting four concepts: optimism, innovation, discomfort and insecurity, in order to obtain the Index of Digital Consumer Behavior Mexico-Brazil. The results are relevant for small and medium enterprises, as it can generate a better understanding of the consumer’s decision making in the digital environment. Previous and current subject studies, approach the characteristics of a single dimension, and are applied in a single market. The value and originality of this work lies in its application as a comparative study between Mexico and Brazil, which have in the digital world, and between theory and practice in studies of digital consumer behavior.