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The purpose of this paper is to examine the adoption of e-banking in Colombia, including a comprehensive analysis of consumer trust in this type of transaction and of the impact of the current government policy to promote e-commerce.

An empirical investigation based on the UTAUT2 model collected data from throughout the country to develop 600 online questionnaires.

The proposed model was validated in that the factors hypothesised to build trust in the use of electronic banking were shown to be significant: trust, performance expectancy and effort expectancy had a positive impact on the use of financial websites in Colombia, while government support did not have a significant impact.

The study explains the antecedents to trust, as well as the government support variable, and concludes by producing a model that is highly successful in predicting financial customers’ online behaviour.

The results can help Colombia’s Government and private banks to further develop trust and other conditions necessary for e-banking.

Studies on the adoption of electronic banking provide users of these services solutions for their needs. Government policies to support the development of e-banking are not viewed favourably by Colombians.

This study is one of the first to present empirical findings on the acceptance of e-banking in Latin America; it further presents a model that integrates the most important variables needed for an analysis of the acceptance of e-banking.

The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce.

This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers.

The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce.

This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.

The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers.

The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and trust in electronic shopping, in order to examine whether the customer’s perception of the quality and innovation of the final product sold through e-commerce and reputation in the examined was made “Virtual Community” are key factors in creating loyalty. The sample was obtained from a lingerie company which sells its products in Europe in the website leonisa.com, the data were analysed with the software SmartPLS, validating the proposed relationships between customer perceptions on the purchased product and loyalty to the brand.

The results demonstrate theoretical conceptions regarding product characteristics (Quality, Innovation and Satisfaction), and constructs brand (Virtual Community, Reputation and Trust).

This paper presents a case study for a specific brand as exploratory research in the lingerie industry, this must be validated with this type of product for other companies.

This research has elements of support for management, companies will turn attention to the satisfaction of consumers and to maintain goods levels of reputation in the virtual community.

This research shows a real case of the correct implementation of brand strategy, detailing how customers are valued and therefore provides valuable information for customers and companies.

This exploratory study provides a new analysis of product quality factors that were not directly related to the loyalty of electronic purchasing, also, it allows the fashion industry to have elements of support for management and quality control, and that hypotheses relating to the product quality and loyalty in the electronic shopping is confirmed.

This study examines the factors that influence the ecotourist behavior of university students. The understanding of what motivates these students can inform future suggestions for strategies and actions in ecotourism.

The study was applied to university students of the University of Medellín, Colombia. It was an exploratory empirical study that surveyed a total of 696 students.

The results show that students with a positive attitude toward ecology tend to be interested in nature-related activities, therefore generating an intention to engage in ecotourism. The authors found that those who view ecotourism as an activity that promotes fun and happiness tend to engage more frequently in these activities.

This study is of great interest for research in motivational theory, specifically the analysis of personality profiles and how these relate to specific tourism behaviors. The findings of this study strongly suggest that those interested in the management and development of ecotourism should establish practices and programs that consider factors such as tourist segmentation, effective communication of the positive qualities of ecotourism and environmental stewardship involved in these activities.

There are several studies about the adoption of e-commerce for small-to-medium enterprises (SMEs) that separately, and in a dispersed manner, examine different theoretical approaches. The purpose of this paper is to unify a set of variables to form an integrated model of measurement of the adoption of e-commerce for SMEs.

Based on an extensive review of empirical studies focused on the adoption of e-commerce in SMEs, a grouped and integrated model of e-commerce among SMEs was constructed. It was built upon the methodology of psychometrics and was subsequently statistically tested for reliability and validity. A broad study has not been carried out. Thus, the small sample size does not allow the estimation of this model’s predictability.

This paper proposes a final model, comprising 14 variables (82 items), grouping the significant effects of e-commerce adoption.

This tool is feasible, offering an initial model enabling detailed examination of variables affecting the adoption of e-commerce in SMEs. It contributes significantly to the development of this line of research.

The purpose of this study is to verify some relationships between entrepreneurial attitude, university environment, entrepreneurial culture and entrepreneurial training, which can be used to promote entrepreneurship among university students.

A sample of 3,005 questionnaires answered by students from ten universities in Colombia was gathered and partial least squares structural equation modelling (PLS-SEM) was used for the analysis.

The results show that the more a student perceives an entrepreneurial culture and the more training he or she receives, the more entrepreneurial attitude he or she will have. Also, it was found that entrepreneurial culture has a positive effect on university environment, and the latter has a positive effect on entrepreneurial training.

The main limitation of this study was that only ten Colombian universities were sampled; therefore, general inferences cannot be made. Additionally, the variables investigated here may have not accurately measured the full scale of the entrepreneurship programmes in such universities or the way the culture of these institutions had a direct impact on students. Projects such as the Global University Entrepreneurial Spirit Students' Survey (GUESSS), which measure variables related to entrepreneurship at the university level, enable universities to shape their policies around this important topic. This study indicates that universities should offer training in entrepreneurial, problem-solving and communication skills to produce entrepreneurs who can better face current challenges.

Other studies have discussed entrepreneurial culture, but they usually deal with university environment, entrepreneurial training and entrepreneurial attitudes separately. This study integrates all these factors and measures the level of interaction between them.

The purpose of this viewpoint is to discuss the need to evolve from a service marketing approach to a service logic mindset throughout the organization in Latin America. In doing so, it addresses a void in the service literature due to the lack of attention on its uniqueness in this region.

To confirm the predominant approach of studying service and the need for a paradigm shift in service organizations, two independent journal article searches during 1989–2020 were conducted. The purpose was to learn where Latin American service researchers are focusing their research efforts and to discuss how the meaning of service applies to this region.

Forty-eight journal articles were analyzed and six distinctive groups were identified where service researchers are focusing their work on Latin America. Service has been studied mainly from the marketing perspective; with limited original research published in indexed journals; focused on making product-oriented promises, increasingly enabled by technology. The need for developing a service logic mindset throughout the organization has begun to be emphasized rather recently in the field. The variety of meanings of service and the complex context represent challenges for this enterprise.

Future research is needed to work on a more comprehensive conceptualization of service at higher levels of analysis. Further context studies are required to enrich knowledge on service in Latin America. Service researchers and organizations should work on these two challenges to continue moving from the marketing perspective of service to a service logic mindset throughout the organization.

The paper points out the relevance of conducting further service research in Latin America, arguing that service has been studied mainly from the marketing perspective, and claiming the need to move to a service logic mindset. This viewpoint opens a discussion in the service research community toward a paradigm shift that, although inspired in Latin America, may not be necessarily limited to this region.