MERCADOS ELECTRÓNICOS: COMERCIO ELECTRÓNICO VS COMERCIO TRADICIONAL
Fecha
2016-07
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Jaén: Universidad de Jaén
Resumen
[ES] El objetivo principal de este trabajo es profundizar en los canales de ventas, tradicionales u online, elegidos por los consumidores en la actualidad en sus operaciones de compra. Nuestro estudio lo centramos en aquellas que tienen lugar entre una empresa y un consumidor, tanto a través de Internet como en una tienda física.
Al objeto de responder al objetivo anterior, se procedió previamente a realizar una revisión en profundidad de la literatura, lo que nos permitió comprobar que existen estudios centrados bien en el consumidor que utiliza la tienda tradicional o bien en el consumidor que usa las tiendas online, pero no encontramos ninguno que aborde de manera conjunta ambas forma de comercio, es decir, que analice de una manera global el uso de ambos canales de venta por parte de un consumidor en su día a día. Para dar respuesta a esta cuestión, se optó por realizar un estudio exploratorio a través de una encuesta online a consumidores usuarios de ambos canales de venta para saber cómo son sus hábitos de compra.
[EN] The main objective of this work is to go in depth sales channels, traditional or online, chosen by consumers today in its purchasing operations. We focus our study on those that take place between a company and a consumer, both through the Internet or in a physical store. In order to respond the above mentioned objective, we previously proceeded to a thorough review of the literature, which allowed us to see that there are several studies focusing either on the consumer who uses traditional stores or consumers using online stores, there are not any studies which address both forms of trade together, that is, to analyze in a comprehensive manner the use of both sales channels by a consumer in their daily lives. To answer this question, we decided to conduct an exploratory study through an online survey of users of both consumer sales channels to know what their buying habits were.
[EN] The main objective of this work is to go in depth sales channels, traditional or online, chosen by consumers today in its purchasing operations. We focus our study on those that take place between a company and a consumer, both through the Internet or in a physical store. In order to respond the above mentioned objective, we previously proceeded to a thorough review of the literature, which allowed us to see that there are several studies focusing either on the consumer who uses traditional stores or consumers using online stores, there are not any studies which address both forms of trade together, that is, to analyze in a comprehensive manner the use of both sales channels by a consumer in their daily lives. To answer this question, we decided to conduct an exploratory study through an online survey of users of both consumer sales channels to know what their buying habits were.