Posibilidades de la compraventa B2C por teléfono móvil en comparación con Internet

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Publicado 18-09-2018
Sonia San Martín Gutiérrez Blanca López Catalán

Resumen

Las nuevas tecnologías han supuesto una gran oportunidad para mejorar la gestión empresarial. Recientemente el teléfono móvil está ofreciendo grandes posibilidades a nivel comercial: ha incorporado televisión, cámara, radio, chat y ahora se están introduciendo las empresas en el campo de la publicidad a través del móvil y en otros países también en la venta por el móvil. Pese a la proliferación de trabajos sobre distribución comercial y sobre comercio electrónico, los trabajos que exploran las posibilidades y retos del teléfono móvil y que lo comparan con Internet para la compraventa son escasos. Este trabajo presenta ventajas comunes a ambos canales de compraventa para el consumidor y para la empresa y también diferencias claras entre ellos. Asimismo, se revisan los enfoques de estudio y las variables determinantes de la compra en cada canal.

Cómo citar

San Martín Gutiérrez, S., & López Catalán, B. (2018). Posibilidades de la compraventa B2C por teléfono móvil en comparación con Internet. Cuadernos De Gestión, 10(1), 17–34. https://doi.org/10.5295/cdg.100158ss
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Keywords

Comercio electrónico, comercio móvil, compraventa

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