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

Author

Listed:
  • Ruíz Mafé, C.

    () (Universidad de Valencia (España))

  • Sanz Blas, S.

    () (Universidad de Valencia (España))

Abstract

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.

Suggested Citation

  • Ruíz Mafé, C. & Sanz Blas, S., 2005. "Segmentación Del Comprador A Distancia: Un Análisis De Los Medios Internet Y Televisión /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 11(2), pages 163-182.
  • Handle: RePEc:idi:jiedee:v:11:y:2005:i:2:p:163-182
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