Factores determinantes y consecuencias de la adopción del comercio electrónico b2c: Una comparativa internacional

• Frasquet del Toro, Marta ^[1] ; Molla Descals, Alejandro ^[1] ; Ruiz Molina, María Eugenia ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 28, Nº. 123, 2012, págs. 101-120
• Idioma: español
• DOI: 10.1016/s0123-5923(12)70207-3
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• Dialnet Métricas: 10 Citas
• Resumen

  • Numerosas empresas minoristas han decidido crear tiendas virtuales como alternativa a la tienda física. El presente trabajo pretende analizar los factores que influyen en esta decisión estratégica y su impacto sobre los resultados del negocio entre los principales minoristas del Reino Unido, Francia y España. A partir de una regresión binaria y del análisis de la varianza, los resultados muestran que la adopción del comercio electrónico por el minorista es afectada por el tamaño de la empresa, el tipo de bien comercializado y el país donde se ubica el establecimiento. Asimismo, se observan diferencias significativas en términos de beneficio y rentabilidad entre los minoristas que han adoptado el comercio electrónico y los que no lo han hecho.

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