Abundancia audiovisual y compra virtual: usos del comercio electrónico entre los abonados a la televisión digital

Abstract

The use of e-commerce is still low in Spain, 7.7%, due to the limited number of homes with an Internet link (only a third of households), and the habit of traditional shopping where goods can first be examined instead of buying without seeing the goods first (by mail, phone, etc). The main reasons for the use of e-commerce are the ease of purchase (47.4%) and convenience (28.9%). In terms of the availability of certain technological equipment at home, after a multivariate analysis, we found some predictors of governing shopping behaviour in Internet. In the case of uses and attitudes related to technology, we found the following to be predictors of e-commerce: firstly the use of electronic mail in the week prior to being polled, secondly, the consumption of TV at week ends, thirdly, the use of Internet in the week prior to being polled and, finally, those who use the greatest repertory of digital channels.