Análisis de las barreras en la compra de servicios turísticos por Internet: implicaciones para la gestión comercial en el sector

Authors

  • Alicia Izquierdo-Yusta Universidad de Burgos
  • María Pilar Martínez University of Castilla-La Mancha
  • Ana Isabel Jiménez-Zarco Universitat Oberta de Catalunya

DOI:

https://doi.org/10.15847/obsOBS332009306

Keywords:

Comercio electrónico, Intenciones de compra, confianza, privacidad/seguridad

Abstract

Este trabajo analiza las barreras que limitan el uso de Internet como canal de compra desde la perspectiva de los consumidores finales, así como las estrategias que deberían llevar a cabo las empresas al comercializar productos a través de Internet para optimizar la intención de compra de los consumidores. Con este objetivo, se ha realizado un estudio mediante un panel de internautas a nivel nacional que han reservado una pernoctación hotelera a través de canales tradicionales (agencias de viajes y reserva telefónica), utilizando Internet para buscar información. Se ha seleccionado este sector en función de la importancia que tiene en su contribución al PIB y a la generación de empleo en la economía española. Los resultados obtenidos -aplicables a cualquier sector- han puesto de manifiesto las intenciones de uso de Internet como futuro canal de compra viene determinadas por la presión social del entorno que rodea al individuo, la confianza hacia el sito Web y el efecto de la utilidad percibida.

Author Biography

María Pilar Martínez, University of Castilla-La Mancha

Consultant professor in Economics and Business Studies at the UOC Visiting lecturer in the Marketing and Market Research Department of the University of Valencia

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Published

2009-11-06

How to Cite

Izquierdo-Yusta, A., Martínez, M. P., & Jiménez-Zarco, A. I. (2009). Análisis de las barreras en la compra de servicios turísticos por Internet: implicaciones para la gestión comercial en el sector. Observatorio (OBS*), 3(3). https://doi.org/10.15847/obsOBS332009306

Issue

Vol. 3 No. 3 (2009)

Section

Articles

License

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