Exploring the determinants of electronic commerce adoption in a municipality with limited internet access

In many municipalities in Colombia, the diffusion of electronic commerce (e-commerce) and the expansion of internet coverage have led to economic development. However, some rural regions and municipalities still have limited access to this technology, and its benefits have not been fully realized there yet. This study aims to identify the characteristics of this digital gap in Colombia by analyzing e-commerce acceptance in a mostly rural municipality: Andes (Antioquia). The objective is to establish the determinants of consumer adoption behavior there and provide the basis for new public policies and business strategies. The Technology Acceptance Model (TAM) and hypotheses in a structural equation model were used to represent e-commerce acceptance behavior in Andes. The reliability and validity of the measurement model were established by Confirmatory Factor Analysis (CFA) using a sample of 400 questionnaire responses by internet users in Andes. The results indicate that Ease of Use, Perceived Usefulness, and Attitude toward e-commerce significantly influence their Behavioral Intention to use the latter. The findings suggest that, in the Colombian countryside, the Perceived Usefulness of this technology should be improved, and the strategies implemented to drive the adoption of this technology should be tailored for that context. Although acknowledging limitations in its exploration of cultural factors, this study contributes to the understanding e-commerce adoption in Andes. Local businesses and authorities should work together to promote regional economic growth and digital transformation.