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Efectos Del Diseño De La Tienda Virtual En El Comportamiento De Compra: Tipificación Del Consumidor Online /

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  • Cristóbal Fransi, E.

    ()
    (Universidad de Lleida (España))

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    Abstract

    Cuando una empresa se decide a realizar una iniciativa comercial en Internet, al igual que en el mundo físico, es necesario definir un diseño adecuado del sitio web que se ajuste a su idea de negocio y a su público objetivo. El presente trabajo trata de analizar como influye el diseño del establecimiento virtual en el desarrollo de la gestión comercial, incidiendo en los siguientes aspectos: diseño gráfico, usabilidad y accesibilidad. A partir de este análisis, se estudian los distintos grupos de consumidores con comportamientos homogéneos y se posicionan en función de sus actitudes. El análisis también permite definir la calidad del servicio prestado por este tipo de establecimientos, así como las principales dimensiones en que se despliega. En las conclusiones se citan aspectos en los que el gestor de una tienda online debe incidir para mejorar la calidad de su servicio. / When a firm decides carrying out a commercial initiative in Internet, as in the physical world, it is necessary to define an appropriate design of the website that is adjusted to its business idea and its target. The present work, tries to analyze like the design of the virtual stores influences in the development of the commercial administration, focusing in the following aspects: graphic design, usability and accessibility. Starting from this analysis, the different groups of consumers are studied with homogeneous behaviours and they are positioned in function of their attitudes. This analysis also allows defining the service quality offers by this type of shops and the main dimensions in which it is deployed. In the conclusions they make a list of some aspects that managers can improve in order to get a better service.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 11 (2005)
    Issue (Month): 1 ()
    Pages: 203-221

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    Handle: RePEc:idi:jiedee:v:11:y:2005:i:1:p:203-221

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    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
    Phone: (+34) 986812473
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    Web page: http://www.aedem-virtual.com/es/journal/iedee

    Related research

    Keywords: Usabilidad; Segmentación; Internet; Comercio Electrónico; Marketing; Calidad; Usability; Segmentation; Internet; Electronic Commerce; Marketing; Quality;

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