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Todos los compradores Online de billetes de transporte no son iguales

Author

Listed:
  • Jana Prodanova
  • Sonia San Martín Gutiérrez

Abstract

Aunque Internet resulta necesario para numerosas tareas, para empresas e individuos, cada consumidor tiene preferencias distintas y considera distintos factores que influyen en su decisión de compra online. Presentamos una tipología de compradores online de billetes de transporte a partir de 200 encuestas. Consideramos que este trabajo es pionero en el campo del e-commerce por delinear 3 grupos de compradores (relexivos, prácticos y escépticos), en función de la confianza en los sitios web de venta de billetes de transporte, las características intrínsecas, extrínsecas y relacionales de estos sitios, la personalidad de los compradores y otros elementos, como colores y emociones. Exponemos información interesante, tanto para el mundo académico, como para la gestión.

Suggested Citation

  • Jana Prodanova & Sonia San Martín Gutiérrez, 2013. "Todos los compradores Online de billetes de transporte no son iguales," DOCFRADIS Working Papers 1302, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2013.
    • Handle: RePEc:ovr:docfra:1302
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    More about this item

    Keywords

    Comercio electrónico; personalidad; confianza; características Web; emociones; tipología;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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