Los determinantes de la confianza del comprador online: comparación con el caso de subasta

• Sonia San Martín Gutiérrez ^[1] ; CArmen Camarero Izquierdo ^[2]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
  2. [2] Universidad de Valladolid

     Universidad de Valladolid

     Valladolid, España

     
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 10, Nº Extra 1, 2010, págs. 43-61
• Idioma: español
• DOI: 10.5295/cdg.100187ss
• Enlaces
  • Texto completo
• Dialnet Métricas: 7 Citas
• Resumen

  • Los trabajos de investigación sobre comercio electrónico en Internet ocupan gran parte de la investigación de marketing, pero son pocos aún los que se han ocupado de estudiar el sistema de subasta. Ante las peculiares características de una compra online, transmitir confianza al consumidor en este contexto es uno de los retos más importantes y difíciles en comparación con la compra offline. No obstante, es de esperar que las señales generadoras de confianza sean diferentes en la compra online por subasta que en la compra online en otros sitios web. En este trabajo se presenta un modelo que trata de reflejar el efecto que tienen las señales del sitio web sobre la confianza del consumidor y se compara para un contexto de venta por subasta y el resto de contextos de compra online. Con la información recogida sobre una muestra de compradores online se presentan los principales resultados e implicaciones.

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