Elección del canal de distribución online vs. offlinefactores de influencia sobre el comprador

  1. Izquierdo Yusta, Alicia 1
  2. Calderón Monge, María Esther 1
  3. Ruiz Vega, Agustín V. 2
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
Revista europea de dirección y economía de la empresa

ISSN: 1019-6838

Año de publicación: 2009

Volumen: 18

Número: 3

Páginas: 143-166

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista europea de dirección y economía de la empresa

Resumen

El desarrollo de nuevas tecnologías de información, y particularmente de Internet, ha originado un canal de distribución complementario a los ya considerados tradicionales. La utilización de internet como canal de compra por parte de los consumidores es un fenómeno en estado incipiente que requiere especial atención. El objetivo del presente trabajo es analizar la elección entre el canal de compra Internet y los canales tradicionales por parte de un turista que adquiere una reserva hotelera, teniendo en cuenta las señales enviadas por las empresas turísticas, los costes de la transacción y la confianza del consumidor. La falta de confianza en el medio Internet desincentiva la elección de este canal de compra frente a los canales tradicionales como las agencias de viajes o la reserva directa.

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