IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Segmentación Del Comprador A Distancia: Un Análisis De Los Medios Internet Y Televisión /

Listed author(s):
  • Ruíz Mafé, C.


    (Universidad de Valencia (España))

  • Sanz Blas, S.


    (Universidad de Valencia (España))

Registered author(s):

    La aparición de nuevos canales de venta como Internet y la Televisión está generando nuevas oportunidades de mercado para las empresas y está cambiando los hábitos de compra de los consumidores. No obstante, debido a la escasa experiencia de consumidores y empresas en este nuevo medio, la influencia del perfil del consumidor en la decisión de compra en los entornos virtuales es todavía desconocida. El objetivo del presente trabajo es analizar y comparar el perfil sociodemográfico y comportamental de los compradores que utilizan los medios Internet y Televisión, con el fin de identificar los segmentos prioritarios de consumidores para las empresas interesadas en la realización de una campaña de Marketing utilizando estos nuevos canales de venta. El estudio empírico evidencia que son las variables comportamentales, en ambos medios, y las variables sociodemográficas, en el caso del medio Internet, los principales predictores de la decisión de compra. / The emergence of new electronic channels to market such as Internet and Television has opened up opportunities for businesses and is changing the way consumers shop and buy goods and services. Nevertheless, due to the little experience of managers as well as consumers on these new marketing channels, the influence of the consumer’s profile in the interactive shopping is still unknown. The aim of this research is analyze and compare socio-demographic and behavioural profile of E-buyer’s and Television buyer’s in Spain in order to identify suitable consumer’s segments for the companies willing to use Internet and Television as marketing channel. The empirical study finds that are behavioural variables (in both shopping formats) and sociodemographics (in Internet media) the main predictors of interactive shopping behaviour.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: complete text
    Download Restriction: no

    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): 2 ()
    Pages: 163-182

    in new window

    Handle: RePEc:idi:jiedee:v:11:y:2005:i:2:p:163-182
    Contact details of provider: 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
    Fax: (+34) 986812401
    Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:idi:jiedee:v:11:y:2005:i:2:p:163-182. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tony Crespo Franco)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.