Determinantes de la elección de internet como canal de compra y estrategia multicanal de la empresaefectos en los consumidores, las empresas, los individuos y la sociedad
- Arce Urriza, Marta
- Cebollada Calvo, José Javier
- Villanueva Orbaiz, María Luisa
- Calderón Monge, María Esther
- Vázquez Casielles, Rodolfo (coord.)
- Trespalacios Gutiérrez, Juan Antonio (coord.)
- Estrada Alonso, Eduardo (coord.)
- González Mieres, Celina (coord.)
Éditorial: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-431-4
Année de publication: 2013
Pages: 209-220
Type: Chapitre d'ouvrage
Résumé
We describe here a research project about three related topics: 1) the determinants of the choice of internet as a channel to make purchases; 2) how companies should manage jointly two or more channels, and 3) the effects on consumers and society�s welfare derived from the increase of ecommerce. To analyze the first question, we assume consumers choose the channel with the lowest transactions cost to do the purchase. To study the second question, we use a profit-maximizing model which differentiates sales and prices across channels. To answer the third question, we estimate the savings in time consumers derive from purchasing trought the internet, and the contamination reduction due to de lower number of motor vehicle trips needed to fulfill household needs of grocery products when using the online channel.