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
References
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ANCKAR, B., WALDEN, P. Y JELASSI, T. (2002): “Creating customer value in online grocery shopping”, International Journal of Retail and Distribution Management, Vol. 30, pp. 211-220.
BART, Y; SHANKAR, V; SULTAN, F, AND URBAN, G.L., 2005: Are the drivers and role of online trust the same for all web sites and consumers? A large – Scale Exploratory empirical study. Journal of Marketing. Vol. 69 (Octubre), pp. 133-153.
BLOCH M., PIGNEUR Y. Y SEGEV A. (1996) ‘Leveraging Electronic Commerce for Competitive Advantage: a Business Value Framework’, The Ninth International Conference on EDI - IOS, Bled, Slovenia.
BRUNER, G.C. E, (2005): “Explaining consumer acceptance of handheld Internet devices”, Journal of Business Research, Vol. 58, N. 5, pp. 553-558.
BURKE, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 411-432.
CHEN, L.(2008): “A model of consumer acceptance of mobile payment”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 32-52.
CMT (Comisión del Mercado de las Telecomunicaciones) (2008): “Informe sobre el comercio electrónico en España a través de entidades de medios de pago” (II Trimestre 2008), disponible en www.cmt.es
CONNOLLY, D.J.; OLSEN, M.D. Y MOORE, R.G. (1998): “The Internet as a distribution channel”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, pp. 42-54.
CYR, D., M. HEAD, A. IVANOV (2006), “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management, Vol. 43, pp. 950-963.
DARIAN, J. (1987): “In home shopping: are there consumer segment?”, Journal of Retailing, Vol. 63, pp. 163-186.
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”. MIS Quaterly, Vol. 13, N. 3, pp. 319-340.
DAVIS, F. (1993): “User acceptance of information technology. System characteristics, user perceptions and behavioural impacts”. International Journal of Man-Machine Studies, N. 38, pp. 475-487.
EROGLU, S.A.; MACHLEIT, K.A. Y DAVIS, L.M. (2003).”Empirical testing of a model of online store atmospherics and shopper responses”. Psychology & Marketing, Vol. 20, n. 2, pp.139-150.
FEATHERMAN, M. Y FULLER, M. (2002): “Applying TAM to E-Services Adoption: The Moderating Role of Perceived Risk”. Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS’03), pp. 191-202.
FIORE, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. Gran Bretaña.
FISHBEIN, M. Y AJZEN, I., 1975: Belief, attitude, intention and behaviour: An introduction to theory and research. Ed. Addison-Wesley, Reading, MA.
FORSYTHE, S.; LIU, C.; SHANNON, D. & GARDNER, L.C. (2006): “Development of a scale to Measure the perceived benefits and risks of online shopping”, Journal of Interactive Marketing, Vol. 20, N. 2, pp. 55-75.
GILBERT, A.L. Y H. HAN (2005): “Understanding mobile data services adoption: demography, attitudes or needs”. Technological Forecasting & Social Change, Vol.72, pp.327-337.
HEIM, G.R. Y SINHA, K.K. (2005): “Service product configurations in electronic business-toconsumer operations. a taxonomic analysis of electronic food retailers”. Journal of Service Research. Vol. 7, pp. 360-376.
HOFFMAN, D.L.; NOVAK, T.P. Y PERALTA, M. (1999): “Building consumer trust online”, Communications of the ACM. Vol. 42, No. 4, pp. 80-85.
HSU, C.L., H.H. HSU, H.P. LU (2007), “Adoption of the mobile Internet: An empirical study of multimedia message service” (MMS), Omega, vol. 35, 715-726.
INE (INSTITUTO NACIONAL DE ESTADÍSTICA) (2008): “Encuesta de uso de TIC y Comercio Electrónico (CE) en las empresas”, disponible en www.ine.es
ITU (Unión Internacional de Telecomunicaciones) (2008): Telecommunication / ICT statistics: basic internet indicators, disponible en http://www.itu.int/ITU-D/ict/statistics
KHALIFA, M. & SHEN,K.N. (2008): “Drivers for transactional B2C M-Commerce adoption: Extended theory of planned behavior, the Journal of Computer Information Systems, Vol. 48, N. 3, pp. 111-117.
KIM, H.,CHAN, H.C. Y GUPTA,S. (2007): “Value-based Adoption of Mobile Internet: An empirical investigation”, Decision Support Systems, Vol. 43, N. 11, pp. 111-126.
KIM,H., LEE,I. Y KIM,J.(2008): “Maintaining continuers vs. converting discontinuers: relative importance of post-adoption factors for mobile data services”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 108-132.
LEE, B.; ANG, L. Y DUBELAARC, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology. Vol. 26, No. 5, pp. 607-623.
MALLAT, N., ROSSI, M. Y TUUNAINEN, V.K. (2008): “An empirical investigation of mobile ticketing service adoption in public transportation”, Personal and Ubiquitous Computing,Vol. 12, N. 1, pp. 57-65.
MALLAT, N. (2007): “Exploring consumer adoption of mobile payments - A qualitative study”, the Journal of Strategic Information Systems, Vol. 16, N. 4, pp. 413-432.
MALLAT, N.,ROSSI, M.,TUUNAINEN,V.K. Y ÖÖRNI,A.(2009): “The impact of use context on mobile services acceptance: The case of mobile ticketing”, Information & Management, Vol. 46, pp. 190-195.
MARTÍN DE BERNARDO, C. Y PRIEDE, T. (2007): Marketing móvil: una nueva herramienta de comunicación. Ed. Netbiblio.
MARTÍNEZ LÓPEZ, F. Y MARAVER, G. (Eds.) (2009): Distribución comercial. Cap. 18.Delta Publicaciones.
MENG, D.C.; MIN, Q.F. Y LI, Y. (2008): “Study on trust in Mobile commerce adoption-a conceptual model”, Proceedings of the International Simposium on Electronic commerce and security, celebrado en China, agosto, pp. 246-249.
MINISTRY OF INFORMATION INDUSTRY, R.P.C. (2007): datos y cifras disponibles en http://www.china.org.cn/english/government/130473.htm
MORGAN, R. AND HUNT, S. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing. Vol. 58 (Julio), pp. 20-38.
NYSVEEN, H. PEDERSEN, P.E. Y TOHORBJORNSEN, H. (2005): “Intentions to use mobile services: Antecedents and cross-service comparisons”, Journal of the academy of Marketing Science, Vol. 33, N. 3, pp. 330-346.
ONTSI - OBSERVATORIO DE LAS TELECOMUNICACIONES Y LA SOCIEDAD DE LA INFORMACIÓN (MINISTERIO DE INDUSTRIA, COMERCIO Y TURISMO) (2008): “Comercio Electrónico B2C 2007”. Disponible en la página web http://observatorio.red.es/
PAGANI, M. (2004) Determinants of adoption of Third generation mobile multimedia services, Journal of interactive marketing, Vol. 18, N. 3, pp. 46-59.
PEDERSEN, P.E. (2005): “Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters”, Journal of Organizational Computing and Electronic Commerce, Vol. 15, N. 2, pp. 203–222.
POONG, Y-S., EZE, U.C. Y TALHA, M. (2009): “B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective”, International Journal of Electronic Business, Vol. 7, N. 4, pp. 392-427.
RAMUS, K.; NIELSEN, N.A. (2005): “Online grocery retailing. What do consumers think?”, Internet Research, Vol. 15, pp. 335-352.
ROGERS, E. M. (2003): Diffusion of Innovations. The Free Press, New York.
ROHM, A. Y SWAMINATHAN, V. (2004): “A typology of online shoppers based on shopping motivations”, Journal of Business Research, Vol. 57, pp. 748-757.
SAN MARTIN, S., CAMARERO, C., HERNÁNDEZ, C. y VALLS, LL. (2009): “Risk, drivers and impediments to online shopping in Spain and Japan”, Journal of Euromarketing, Vol. 18, N. 1, enero, pp. 47-64.
STEVENSON, J.C., BRUNER, G.C. Y KUMAR, A. (2000): “Webpage background and viewer attitudes”, Journal of Advertising Research, Vol. 40, N. 1/2, pp. 29-34.
TAN, F.B. Y CHOU, J.P.C. (2008),: “The relationship Between Mobile Service Quality, Perceived Technology Compatibility, an Users´Perceived Playfulness in the Context of Mobile Information and Entertainment Services”, International Journal of human-computer Interaction, Vol. 24, N. 7, pp. 649-671.
TANSKANEN, K., YRJÖLÄ, H. Y HOLMSTRÖM, J. (2002): “The way to profitable Internet grocery retailing: six lessons learned”, International Journal of Retail and Distribution Management, Vol. 30, pp. 69-178.
TEO,T.S.H. Y POK, S.H. (2003): “Adoption of WAP-enabled mobile phones among Internet users”, Omega, Vol. 31, pp. 483-498.
THORBJORNSEN, H.; NYSVEEN, H. Y PERDERSEN, P.E. (2005): “Intentions to use mobile services: antecedents and cross-service comparisons”, Journal of the Academy of Marketing Science, vol.33, (2005), pp.330-346.
TUREL, O., SERENKO,A. Y BONTIS, N. (2007): “User acceptance of wireless short messaging services:Deconstruction perceived value”, Information and Management, Vol. 44, N. 1, pp. 63-73.
WU, J.H. Y S.C. WANG (2004), “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, vol .42 pp.719-729.
WYNNE, C.; BERTHON, P.; PITT, L.; EWING, M. Y NAPOLI, J. (2001): “The impact of the Internet on the distribution value chain”, International Marketing Review, Vol. 18, N. 4, pp. 420-431.
YANG, K. C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”. Telematics and Informatics, Vol. 22, N. 3, pp. 257-277.
ZEITHAML, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, N. 3, pp. 2-22.
AJZEN, I., M. FISHBEIN (1980): Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
ANCKAR, B., WALDEN, P. Y JELASSI, T. (2002): “Creating customer value in online grocery shopping”, International Journal of Retail and Distribution Management, Vol. 30, pp. 211-220.
BART, Y; SHANKAR, V; SULTAN, F, AND URBAN, G.L., 2005: Are the drivers and role of online trust the same for all web sites and consumers? A large – Scale Exploratory empirical study. Journal of Marketing. Vol. 69 (Octubre), pp. 133-153.
BLOCH M., PIGNEUR Y. Y SEGEV A. (1996) ‘Leveraging Electronic Commerce for Competitive Advantage: a Business Value Framework’, The Ninth International Conference on EDI - IOS, Bled, Slovenia.
BRUNER, G.C. E, (2005): “Explaining consumer acceptance of handheld Internet devices”, Journal of Business Research, Vol. 58, N. 5, pp. 553-558.
BURKE, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 411-432.
CHEN, L.(2008): “A model of consumer acceptance of mobile payment”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 32-52.
CMT (Comisión del Mercado de las Telecomunicaciones) (2008): “Informe sobre el comercio electrónico en España a través de entidades de medios de pago” (II Trimestre 2008), disponible en www.cmt.es
CONNOLLY, D.J.; OLSEN, M.D. Y MOORE, R.G. (1998): “The Internet as a distribution channel”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, pp. 42-54.
CYR, D., M. HEAD, A. IVANOV (2006), “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management, Vol. 43, pp. 950-963.
DARIAN, J. (1987): “In home shopping: are there consumer segment?”, Journal of Retailing, Vol. 63, pp. 163-186.
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”. MIS Quaterly, Vol. 13, N. 3, pp. 319-340.
DAVIS, F. (1993): “User acceptance of information technology. System characteristics, user perceptions and behavioural impacts”. International Journal of Man-Machine Studies, N. 38, pp. 475-487.
EROGLU, S.A.; MACHLEIT, K.A. Y DAVIS, L.M. (2003).”Empirical testing of a model of online store atmospherics and shopper responses”. Psychology & Marketing, Vol. 20, n. 2, pp.139-150.
FEATHERMAN, M. Y FULLER, M. (2002): “Applying TAM to E-Services Adoption: The Moderating Role of Perceived Risk”. Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS’03), pp. 191-202.
FIORE, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. Gran Bretaña.
FISHBEIN, M. Y AJZEN, I., 1975: Belief, attitude, intention and behaviour: An introduction to theory and research. Ed. Addison-Wesley, Reading, MA.
FORSYTHE, S.; LIU, C.; SHANNON, D. & GARDNER, L.C. (2006): “Development of a scale to Measure the perceived benefits and risks of online shopping”, Journal of Interactive Marketing, Vol. 20, N. 2, pp. 55-75.
GILBERT, A.L. Y H. HAN (2005): “Understanding mobile data services adoption: demography, attitudes or needs”. Technological Forecasting & Social Change, Vol.72, pp.327-337.
HEIM, G.R. Y SINHA, K.K. (2005): “Service product configurations in electronic business-toconsumer operations. a taxonomic analysis of electronic food retailers”. Journal of Service Research. Vol. 7, pp. 360-376.
HOFFMAN, D.L.; NOVAK, T.P. Y PERALTA, M. (1999): “Building consumer trust online”, Communications of the ACM. Vol. 42, No. 4, pp. 80-85.
HSU, C.L., H.H. HSU, H.P. LU (2007), “Adoption of the mobile Internet: An empirical study of multimedia message service” (MMS), Omega, vol. 35, 715-726.
INE (INSTITUTO NACIONAL DE ESTADÍSTICA) (2008): “Encuesta de uso de TIC y Comercio Electrónico (CE) en las empresas”, disponible en www.ine.es
ITU (Unión Internacional de Telecomunicaciones) (2008): Telecommunication / ICT statistics: basic internet indicators, disponible en http://www.itu.int/ITU-D/ict/statistics
KHALIFA, M. & SHEN,K.N. (2008): “Drivers for transactional B2C M-Commerce adoption: Extended theory of planned behavior, the Journal of Computer Information Systems, Vol. 48, N. 3, pp. 111-117.
KIM, H.,CHAN, H.C. Y GUPTA,S. (2007): “Value-based Adoption of Mobile Internet: An empirical investigation”, Decision Support Systems, Vol. 43, N. 11, pp. 111-126.
KIM,H., LEE,I. Y KIM,J.(2008): “Maintaining continuers vs. converting discontinuers: relative importance of post-adoption factors for mobile data services”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 108-132.
LEE, B.; ANG, L. Y DUBELAARC, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology. Vol. 26, No. 5, pp. 607-623.
MALLAT, N., ROSSI, M. Y TUUNAINEN, V.K. (2008): “An empirical investigation of mobile ticketing service adoption in public transportation”, Personal and Ubiquitous Computing,Vol. 12, N. 1, pp. 57-65.
MALLAT, N. (2007): “Exploring consumer adoption of mobile payments - A qualitative study”, the Journal of Strategic Information Systems, Vol. 16, N. 4, pp. 413-432.
MALLAT, N.,ROSSI, M.,TUUNAINEN,V.K. Y ÖÖRNI,A.(2009): “The impact of use context on mobile services acceptance: The case of mobile ticketing”, Information & Management, Vol. 46, pp. 190-195.
MARTÍN DE BERNARDO, C. Y PRIEDE, T. (2007): Marketing móvil: una nueva herramienta de comunicación. Ed. Netbiblio.
MARTÍNEZ LÓPEZ, F. Y MARAVER, G. (Eds.) (2009): Distribución comercial. Cap. 18.Delta Publicaciones.
MENG, D.C.; MIN, Q.F. Y LI, Y. (2008): “Study on trust in Mobile commerce adoption-a conceptual model”, Proceedings of the International Simposium on Electronic commerce and security, celebrado en China, agosto, pp. 246-249.
MINISTRY OF INFORMATION INDUSTRY, R.P.C. (2007): datos y cifras disponibles en http://www.china.org.cn/english/government/130473.htm
MORGAN, R. AND HUNT, S. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing. Vol. 58 (Julio), pp. 20-38.
NYSVEEN, H. PEDERSEN, P.E. Y TOHORBJORNSEN, H. (2005): “Intentions to use mobile services: Antecedents and cross-service comparisons”, Journal of the academy of Marketing Science, Vol. 33, N. 3, pp. 330-346.
ONTSI - OBSERVATORIO DE LAS TELECOMUNICACIONES Y LA SOCIEDAD DE LA INFORMACIÓN (MINISTERIO DE INDUSTRIA, COMERCIO Y TURISMO) (2008): “Comercio Electrónico B2C 2007”. Disponible en la página web http://observatorio.red.es/
PAGANI, M. (2004) Determinants of adoption of Third generation mobile multimedia services, Journal of interactive marketing, Vol. 18, N. 3, pp. 46-59.
PEDERSEN, P.E. (2005): “Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters”, Journal of Organizational Computing and Electronic Commerce, Vol. 15, N. 2, pp. 203–222.
POONG, Y-S., EZE, U.C. Y TALHA, M. (2009): “B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective”, International Journal of Electronic Business, Vol. 7, N. 4, pp. 392-427.
RAMUS, K.; NIELSEN, N.A. (2005): “Online grocery retailing. What do consumers think?”, Internet Research, Vol. 15, pp. 335-352.
ROGERS, E. M. (2003): Diffusion of Innovations. The Free Press, New York.
ROHM, A. Y SWAMINATHAN, V. (2004): “A typology of online shoppers based on shopping motivations”, Journal of Business Research, Vol. 57, pp. 748-757.
SAN MARTIN, S., CAMARERO, C., HERNÁNDEZ, C. y VALLS, LL. (2009): “Risk, drivers and impediments to online shopping in Spain and Japan”, Journal of Euromarketing, Vol. 18, N. 1, enero, pp. 47-64.
STEVENSON, J.C., BRUNER, G.C. Y KUMAR, A. (2000): “Webpage background and viewer attitudes”, Journal of Advertising Research, Vol. 40, N. 1/2, pp. 29-34.
TAN, F.B. Y CHOU, J.P.C. (2008),: “The relationship Between Mobile Service Quality, Perceived Technology Compatibility, an Users´Perceived Playfulness in the Context of Mobile Information and Entertainment Services”, International Journal of human-computer Interaction, Vol. 24, N. 7, pp. 649-671.
TANSKANEN, K., YRJÖLÄ, H. Y HOLMSTRÖM, J. (2002): “The way to profitable Internet grocery retailing: six lessons learned”, International Journal of Retail and Distribution Management, Vol. 30, pp. 69-178.
TEO,T.S.H. Y POK, S.H. (2003): “Adoption of WAP-enabled mobile phones among Internet users”, Omega, Vol. 31, pp. 483-498.
THORBJORNSEN, H.; NYSVEEN, H. Y PERDERSEN, P.E. (2005): “Intentions to use mobile services: antecedents and cross-service comparisons”, Journal of the Academy of Marketing Science, vol.33, (2005), pp.330-346.
TUREL, O., SERENKO,A. Y BONTIS, N. (2007): “User acceptance of wireless short messaging services:Deconstruction perceived value”, Information and Management, Vol. 44, N. 1, pp. 63-73.
WU, J.H. Y S.C. WANG (2004), “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, vol .42 pp.719-729.
WYNNE, C.; BERTHON, P.; PITT, L.; EWING, M. Y NAPOLI, J. (2001): “The impact of the Internet on the distribution value chain”, International Marketing Review, Vol. 18, N. 4, pp. 420-431.
YANG, K. C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”. Telematics and Informatics, Vol. 22, N. 3, pp. 257-277.
ZEITHAML, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, N. 3, pp. 2-22.
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