Work

Internet como fuente de información en el proceso de compra: hacia una concepción integral del consumidor

Year: 2011

Type: article

Abstract: Traditional purchasing processes have become more complex and sophisticated with the appearance of the internet. The increasing number of internet users and the ease of access to information are pushing businesses to revise their communication strategies and management plans for online and offline channels. This study analyses the relationship between the information search and the point of purchase in multichannel environments. The main result of this research is that a comprehensive analysis of the consumer and the ability to track their online and offline purchasing habits can provide businesses with valuable data to deploy information resources in a way that optimally meets consumer needs according to the products offered.

Source: El Profesional de la Informacion

DOI: 10.3145/epi.2011.nov.04

Authors: Alberto Urueña-López, Ángel-Francisco Agudo-Peregrina, Antonio Hidalgo-Nuchera

Institutions: Universidad Nacional de Educación a Distancia, Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información, Universidad Politécnica de Madrid

Language: Spanish

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2073923792

FWCI: 1.86

Cites: 16

Cited by: 5

Related to: 10