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Factores determinantes y consecuencias de la adopción del comercio electrónico B2C: una comparativa internacional

Author

Listed:
  • Marta Frasquet Deltoro
  • Alejandro Mollá Descals
  • María Eugenia Ruiz Molina

Abstract

Numerosas empresas minoristas han decidido crear tiendas virtuales como alternativa a la tienda física. El presente trabajo pretende analizar los factores que influyen en esta decisión estratégica y su impacto sobre los resultados del negocio entre los principales minoristas del Reino Unido, Francia y Espana. A partir de una regresión binaria y del análisis de la varianza, los resultados muestran que la adopción del comercio electrónico por el minorista es afectada por el tamano de la empresa, el tipo de bien comercializado y el país donde se ubica el establecimiento. Asimismo, se observan diferencias significativas en términos de beneficio y rentabilidad entre los minoristas que han adoptado el comercio electrónico y los que no lo han hecho.

Suggested Citation

  • Marta Frasquet Deltoro & Alejandro Mollá Descals & María Eugenia Ruiz Molina, 2012. "Factores determinantes y consecuencias de la adopción del comercio electrónico B2C: una comparativa internacional," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:011284
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1210
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    More about this item

    Keywords

    Comercio electrónico; distribución minorista; rentabilidad; beneficio.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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