Análisis de los factores determinantes de la repetición del proceso de compra en el comercio electrónico entre empresas y consumidores finales. Aplicación al mercado español

Abstract

Information and Communication Technologies in general, but more specifically those related to the Internet in particular, have changed the way in which we communicate, relate to one another, produce, and buy and sell products, reducing the time and shortening the distance between suppliers and consumers.The steady breakthrough of computers, Smartphones and landline and/or wireless broadband has been greatly reflected in its large scale use by both individuals and businesses. Business-to-consumer (B2C) e-commerce reached a volume of 9,114 million Euros in Spain in 2010, representing a 17.4% increase with respect to the figure in 2009. This growth is due in part to two different facts: an increase in the percentage of web users to 65.1% en 2010, 43.1% of whom have acquired products or services through the Internet-which constitutes 1.6 percentage points higher than 2010. On the other hand, the average spending by individual buyers rose to 831€ en 2010, constituting a 10.9% increase with respect to the previous year.If we select buyers according to whether or not they have previously made some type of purchase, we can divide them into two categories: the novice buyer-who first made online purchases in 2010-and the experienced buyer: who also made purchases in 2010, but had done so previously as well. The socio-demographic profile of the novice buyer is that of a young person between 15-24 years of age, with secondary studies, middle to lower-middle class, and a non-university educated student who resides in smaller towns and continues to use payment methods such as cash on delivery (23.9%).In 2010, their average purchase grew to 449€. The more experienced buyer, or someone who has previously made purchases online, has a different demographic profile: highly educated, upper class, resident and worker in larger cities, who exercises a mature behavior when making online purchases due to their experience-this type of buyer frequently uses exclusive channels on the Internet that don't have an actual store. His or her average purchase doubles that of the novice buyer (with an average purchase of 930€ annually.) That said, the experienced buyers constitute the majority of buyers with an average purchase that doubles that of novice buyers. It is therefore of interest to study the factors that help to predict whether or not a web user will buy another product or use another service on the Internet. The answer to this question has proven not to be so simple. In Spain, the majority of goods and services are still bought in person, with a low ABSTRACT amount of purchases being made through means such as the Home Shopping Network, through catalogues or Internet sales.To answer the questions that have been posed here, an investigation has been conducted which takes into consideration various viewpoints: it will begin with a descriptive study from the perspective of the supply and demand that characterizes the B2C e-commerce situation in Spain, focusing on the differences between experienced buyers and novice buyers. Subsequently,...