mid-1990s because of the massive implementation of the Internet and the consequent facilitation of trade between agents … and regions. The purpose of this paper is to analyse the current situation and prospects for the use of the Internet …

The application of new technologies through the Internet -services that constitute the Information and Knowledge … are most directly linked with the rural environment, are on the Internet. In the province of Valencia, not even 10% have … their own Website, and those that do have modest levels of popularity and focus entirely on describing their business …

The growing importance of Internet as a complementary alternative to traditional retail outlets make it necessary to … suggest that convenience is the main reason for using Internet as a shopping channel and that the different utilitarian … traditional channels in exchange for the benefits of Internet shopping. …