Información del artículo
RESUMEN
El objetivo del presente trabajo es analizar los factores que influyen en el uso de buscadores y su incidencia en el comportamiento de compra en Internet. El análisis de resultados obtenidos a partir de una muestra representativa de 485 compradores por Internet españoles, pone de manifiesto que los consumidores que consideran la comodidad, reducciones de precio y amplitud de surtido como motivaciones relevantes para realizar compras online presentan una mayor predisposición al uso de buscadores en la realización de sus compras virtuales. La experiencia como internauta y como comprador en Internet son factores que influyen negativamente en el uso de buscadores para la realización de compras virtuales. En cuanto a las implicaciones, los resultados no muestran una influencia significativa del uso de buscadores en el volumen de gasto en Internet.
PALABRAS CLAVE:
Comercio Electrónico
Motivaciones de compra
Buscadores
Comportamiento del Consumidor
ABSTRACT
This paper aims to analyze the factors influencing the use of search engines and its impact on e-shopping behaviour. Analysis of the results obtained from a sample of 485 Spanish E-shoppers shows that consumers who value convenience, price reductions and wide assortment as motivations for purchase online are more likely to use search engines for e-shopping that those who do not. Online use experience and online shopping experience are negative key drivers of search engine use for E-shopping. Regarding implications, search engine use has no influence on online spending.
KEY WORDS:
E-commerce
Shopping Orientations
Search Engines
Consumer Behaviour
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