IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

Las Categorías De Productos Como Base Para La Elaboración De Estrategias Exitosas En El Comercio Electrónico B2c /

  • Borraz Mora, I.

    ()

    (Universidad de Zaragoza (España))

  • Fuentelsaz Lamata, L.

    ()

    (Universidad de Zaragoza (España))

  • Polo Redondo, Y

    ()

    (Universidad de Zaragoza (España))

Internet y el comercio electrónico han supuesto una revolución para la sociedad en general y para el mundo de los negocios en particular. Sin embargo, se ha podido observar que no todos los productos tienen las mismas posibilidades de éxito en este medio, debido a las características particulares del mismo. Por ello, el interés por conocer cómo deben actuar a la hora de comercializar sus productos a través de la red se ha convertido en una prioridad para las empresas que utilizan este canal. De esta manera, el objetivo de este trabajo es, por un lado, elaborar una clasificación consistente de categorías de productos y, por otro, la proposición de estrategias exitosas para cada una de ellas. El trabajo denota la relevancia de dos variables sobre las que lograr nuestros objetivos: el grado de dificultad para evaluar el producto y el riesgo percibido por parte del consumidor. / The Internet and electronic commerce have entailed a revolution for society and businesses. However, it has been observed that all products have not the same probability of success due to its particular features. Thus, knowing how firms have to marketing their products through the Internet has become a key question. As a result, the main objectives of this paper are both, elaborating a consistent classification of product categories and proposing successful strategies for it. This research shows the relevance of two variables in order to reach our purposes: the difficult to evaluate a product and consumer perceived risk.

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: http://www.aedem-virtual.com/articulos/iedee/v12/121013.pdf
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): 12 (2006)
Issue (Month): 1 ()
Pages: 13-32

as
in new window

Handle: RePEc:idi:jiedee:v:12:y:2006:i:1:p:13-32
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: http://www.aedem-virtual.com/es/journal/iedee

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:12:y:2006:i:1:p:13-32. 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.