Elección del canal de distribución online vs. offline: factores de influencia sobre el comprador

• Alicia Izquierdo Yusta ^[1] ; María Esther Calderón Monge ^[1] ; Agustín V. Ruiz Vega ^[2]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
  2. [2] Universidad de La Rioja

     Universidad de La Rioja

     Logroño, España

     
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 18, Nº 3, 2009, págs. 143-166
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Resumen

  • El desarrollo de nuevas tecnologías de información, y particularmente de Internet, ha originado un canal de distribución complementario a los ya considerados tradicionales. La utilización de internet como canal de compra por parte de los consumidores es un fenómeno en estado incipiente que requiere especial atención. El objetivo del presente trabajo es analizar la elección entre el canal de compra Internet y los canales tradicionales por parte de un turista que adquiere una reserva hotelera, teniendo en cuenta las señales enviadas por las empresas turísticas, los costes de la transacción y la confianza del consumidor. La falta de confianza en el medio Internet desincentiva la elección de este canal de compra frente a los canales tradicionales como las agencias de viajes o la reserva directa.

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