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Los determinantes de la confianza del comprador online. Comparación con el caso de subasta

Author

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  • San Martín Gutiérrez, Sonia
  • Camarero Izquierdo, Carmen

Abstract

[ES] Los trabajos de investigación sobre comercio electrónico en Internet ocupan gran parte de la investigación de marketing, pero son pocos aún los que se han ocupado de estudiar el sistema de subasta. Ante las peculiares características de una compra online, transmitir confianza al consumidor en este contexto es uno de los retos más importantes y difíciles en comparación con la compra offline. No obstante, es de esperar que las señales generadoras de confianza sean diferentes en la compra online por subasta que en la compra online en otros sitios web.

Suggested Citation

  • San Martín Gutiérrez, Sonia & Camarero Izquierdo, Carmen, 2010. "Los determinantes de la confianza del comprador online. Comparación con el caso de subasta," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:7745
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