Sánchez Torres, Javier AlirioArroyo Cañada, Francisco Javier2018-12-042018-12-0420162215-910Xhttps://hdl.handle.net/2445/126687The aim of this paper is to examine the moderating effects in the adoption of e-commerce as the diffusion state in a country, emphasising the characteristics presented by each country according to the development of this commercial channel. Secondary exploratory data analysis showed primary relationships of development of e-commerce adoption and variables used to describe it, such as social influence and expectations of effort.10 p.application/pdfspacc-by-nc-nd (c) Fundación Universitaria Konrad Lorenz, 2016http://creativecommons.org/licenses/by-nc-nd/3.0/esComerç electrònicEducació del consumidorGestió de la innovacióInternetElectronic commerceConsumer educationInnovation managementInternetinfo:eu-repo/semantics/article6728222018-12-04info:eu-repo/semantics/openAccess