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Estrategia de posicionamiento en portales de venta online. Aplicación al sector textil y moda

Author

Listed:
  • Adrián Castro López
  • Rodolfo Vázquez Casielles
  • Francisco Javier Puente García

Abstract

Este trabajo analiza la calidad de e-servicio de portales web B2C en el sector de textil y moda en España, tanto en términos de calidad utilitaria como hedónica. Una vez validado un modelo de calidad de e-servicio, se investigan las estrategias de percepción y posicionamiento de seis portales web: eBay, Zara, Privalia, Buy Vip, Vente Privee y Asos. Posteriormente se estima el ranking global de calidad de e-servicio de los seis portales web mediante la metodología F-TOPSIS. Las conclusiones obtenidas indican que Asos y Zara son los portales web mejor percibidos por su relación calidad utilitaria-calidad hedónica, ocupando las primeras posiciones en el ranking global de calidad de e-servicio en el sector de textil y moda.

Suggested Citation

  • Adrián Castro López & Rodolfo Vázquez Casielles & Francisco Javier Puente García, 2015. "Estrategia de posicionamiento en portales de venta online. Aplicación al sector textil y moda," DOCFRADIS Working Papers 1502, Catedra Fundación Ramón Areces de Distribución Comercial, revised Apr 2015.
    • Handle: RePEc:ovr:docfra:1502
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    More about this item

    Keywords

    F-TOPSIS; Calidad de e-servicio; Plataformas de venta online; Percepciones;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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