Posibilidades de la compraventa B2C por teléfono móvil en comparación con Internet

• Sonia San Martín Gutiérrez ^[1] ; Blanca López-Catalán ^[2]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
  2. [2] Universidad Pablo de Olavide

     Universidad Pablo de Olavide

     Sevilla, España

     
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 10, Nº 1, 2010, págs. 17-34
• Idioma: español
• DOI: 10.5295/cdg.100158ss
• Enlaces
  • Texto completo
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    Las nuevas tecnologías han supuesto una gran oportunidad para mejorar la gestión empresarial. Recientemente el teléfono móvil está ofreciendo grandes posibilidades a nivel comercial: ha incorporado televisión, cámara, radio, chat y ahora se están introduciendo las empresas en el campo de la publicidad a través del móvil y en otros países también en la venta por el móvil. Pese a la proliferación de trabajos sobre distribución comercial y sobre comercio electrónico, los trabajos que exploran las posibilidades y retos del teléfono móvil y que lo comparan con Internet para la compraventa son escasos. Este trabajo presenta ventajas comunes a ambos canales de compraventa para el consumidor y para la empresa y también diferencias claras entre ellos. Asimismo, se revisan los enfoques de estudio y las variables determinantes de la compra en cada canal.

  • English

    New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and recently, mobile marketing is useful in a commercial sense: the mobile phone incorporates television, camera, radio, chat and now firms are introducing in the issue of advertising and in other regions in selling through the mobile phone. In spite of the increasing number of studies on traditional distribution and on electronic commerce, the studies that explore the possibilities and challenges of the mobile telephone and that compare it with Internet as buying and selling channels are scarce. The goal of this study is to compare the situation of B2C buying and selling through Internet and through the mobile phone and the theoretical approaches applied in each case. This paper presents common advantages for consumers and firms in both buying and selling channels and also clear differences between them.

    Besides, this study revises the main approaches and determinants of the buying in each case.

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