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Implicaciones Del Uso De Buscadores En El Comportamiento De Compra Online / Implications Of The Search Engines Use In The Online Shopping Behaviour

  • Ruiz Mafé, C.


    (Universidad de Valencia (España))

  • Sanz Blas, S.


    (Universidad de Valencia (España))

Registered author(s):

    El objetivo del presente trabajo es analizar los factores que influyen en el uso de buscadores y su incidencia en el comportamiento de compra en Internet. El análisis de resultados obtenidos a partir de una muestra representativa de 485 compradores por Internet españoles, pone de manifiesto que los consumidores que consideran la comodidad, reducciones de precio y amplitud de surtido como motivaciones relevantes para realizar compras online presentan una mayor predisposición al uso de buscadores en la realización de sus compras virtuales. La experiencia como internauta y como comprador en Internet son factores que influyen negativamente en el uso de buscadores para la realización de compras virtuales. En cuanto a las implicaciones, los resultados no muestran una influencia significativa del uso de buscadores en el volumen de gasto en Internet. / This paper aims to analyze the factors influencing the use of search engines and its impact on e-shopping behaviour. Analysis of the results obtained from a sample of 485 Spanish Eshoppers shows that consumers who value convenience, price reductions and wide assortment as motivations for purchase online are more likely to use search engines for e-shopping that those who do not. Online use experience and online shopping experience are negative key drivers of search engine use for E-shopping. Regarding implications, search engine use has no influence on online spending.

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    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): 15 (2009)
    Issue (Month): 3 ()
    Pages: 69-82

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    Handle: RePEc:idi:jiedee:v:15:y:2009:i:3:p:69-82
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