Implicaciones del uso de buscadores en el comportamiento de compra online
C. Ruiz Mafé; S. Sanz Blas
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 Eshoppers 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. -- E-commerce ; shopping orientations ; search engines ; consumer behaviour
Year of publication: |
2009
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Authors: | Ruiz Mafé, Carla ; Sanz Blas, Silvia |
Published in: |
Investigaciones europeas de Dirección y Economía de la Empresa : IEDEE. - Barcelona [u.a.] : Elsevier Espãna, ZDB-ID 26142223. - Vol. 15.2009, 3, p. 73-86
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