Article information
Resumen
El objetivo de este trabajo es identificar los indicadores y dimensiones que definen la actitud del consumidor hacia Internet como canal o medio para realizar las compras. Para ello y, después de recoger en una escala los indicadores publicados en la literatura, y mediante ecuaciones estructurales, los resultados indican que, por un lado, existen factores característicos del comercio electrónico que lo diferencian del comercio tradicional porque aportan un mayor valor añadido al consumidor y que denominamos factores motivadores a la compra. Por otro lado, teniendo en cuenta que el consumidor percibe mayor riesgo en sus compras en Internet que por los canales tradicionales, existen factores inhibidores que frenan el uso del comercio electrónico, ya que no sólo no aportan valor añadido al canal sino que podrían anular el efecto positivo de los factores motivadores y que denominamos factores desmotivadores a la compra.
Palabras clave:
comercio electrónico
B2C
factores motivadores y desmotivadores
Abstract
The objective of this work is to define both the indicators and the dimensions that measure the attitude of the consumer towards the use of the Internet as a channel of purchasing, as well as their meaning. After gathering all the indicators presented in literature, by structural equations, it's obtained as a result in one hand, that there are characteristic factors of the ecommerce, which we denominated encouraging factors, that differentiates it from the traditional market because they contribute a greater added value to consumers. On the other hand, considering the consumer perceives a bigger risk buying on the Internet than in the traditional markets, exist inhibiting factors that restrain the use of the ecommerce since they would not only don’t add an added value to the channel but they could also annul the positive effect of the encouraging factors. It's what we call discouraging factors.
Key words:
electronic commerce
B2C
encouraging and discouraging factors
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Los autores agradecen la ayuda del Ministerio de Ciencia y Tecnología y el FEDER (SEC2002-03949); de la Cátedra Telefónica de la Universidad de Zaragoza; y de la Diputación General de Aragón (Grupo Generés S-09, Grupo Multidisciplinar PM062/2004, Grupo Emergente Ciber S-14/2).
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