FACTORES DETERMINANTES Y CONSECUENCIAS DE LA ADOPCIÓN DEL COMERCIO ELECTRÓNICO B2C: UNA COMPARATIVA INTERNACIONAL

Marta Frasquet del Toro; Alejandro Molla Descals; María Eugenia Ruiz Molina

doi:10.1016/S0123-5923(12)70207-3

Autores/as

Marta Frasquet del Toro Universitat de València, España
Alejandro Molla Descals Universitat de València, España
María Eugenia Ruiz Molina Universitat de València, España

DOI:

https://doi.org/10.1016/S0123-5923(12)70207-3

Palabras clave:

Comercio electrónico, distribución minorista, rentabilidad, beneficio

Resumen

Numerosas empresas minoristas han decidido crear tiendas virtuales como alternativa a la tienda física. El presente trabajo pretende analizar los factores que influyen en esta decisión estratégica y su impacto sobre los resultados del negocio entre los principales minoristas del Reino Unido, Francia y España. A partir de una regresión binaria y del análisis de la varianza, los resultados muestran que la adopción del comercio electrónico por el minorista es afectada por el tamaño de la empresa, el tipo de bien comercializado y el país donde se ubica el establecimiento. Asimismo, se observan diferencias significativas en términos de beneficio y rentabilidad entre los minoristas que han adoptado el comercio electrónico y los que no lo han hecho.

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