ANÁLISIS DE LAS BARRERAS A LA COMPRA ONLINE DE MODA EN ESPAÑA
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Fecha
2016-06-28
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Jaén: Universidad de Jaén
Resumen
[ES] El sector de la moda ha cambiado considerablemente desde el
punto de vista del marketing online. Hoy en día gran parte de las
empresas de moda disponen de catálogo online, sin embargo, a
pesar del crecimiento del comercio electrónico, este no se refleja
tan acusadamente en cuanto a la venta de moda en red. Este
trabajo pretende identificar las barreras a la compra online de
moda en España, haciendo especial hincapié en las prendas, más
que en el calzado y los complementos. Para ello, se ha elaborado
un marco teórico que ha posibilitado fundamentar la parte
empírica del trabajo, consistente en la recogida de datos mediante
la metodología de la encuesta. Dicha recogida de datos se ha
realizado online por muestra de convemencia, obteniendo
resultados útiles para la gestión de empresas de moda online que
se presentan como conclusión del trabajo
[EN] The fashion industry has changed considerably from the point of view of online marketing. N owadays a lar ge part of fashion companies have online catalog, however, despite the growth of electronic commerce, this is not so markedly reflected in terms of fashion sales by Internet. This work aims to identify barriers to fashion online shopping in Spain, with particular emphasis on clothing, rather than footwear and accessones. To this end, a theoretical framework has been developed. This has enabled to elaborate the empirical pai1 of the work, which consists of the collection of data using the methodology of the survey. The data collection has been conducted online by convenience sample, obtaining useful results for the management of online fashion companies presented as a conclusion of the work.
[EN] The fashion industry has changed considerably from the point of view of online marketing. N owadays a lar ge part of fashion companies have online catalog, however, despite the growth of electronic commerce, this is not so markedly reflected in terms of fashion sales by Internet. This work aims to identify barriers to fashion online shopping in Spain, with particular emphasis on clothing, rather than footwear and accessones. To this end, a theoretical framework has been developed. This has enabled to elaborate the empirical pai1 of the work, which consists of the collection of data using the methodology of the survey. The data collection has been conducted online by convenience sample, obtaining useful results for the management of online fashion companies presented as a conclusion of the work.