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Title:
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E-RETAILING MANAGEMENT: ANALYSING THE SPANISH E-CONSUMERS BEHAVIOUR |
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Author(s):
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Eduard Cristóbal Fransi , Frederic Marimon Viadiu |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Usability, segmentation, Internet, e-commerce, marketing |
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Type:
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Full Paper |
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First Page:
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255 |
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Last Page:
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261 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This article analyses various elements that influence the purchasing behaviour of online consumers. These elements include the aesthetic aspects of a website and the interactive processes that take place at the time of purchase. The study analyses the expectations and perceptions of a sample of Spanish online customers. On the basis of these attitudes, the sample of respondents is segmented. In addition, the main factors that determine online service satisfaction are identified. The analysis thus allows differentiation of both customers and service quality. The paper concludes with recommendations for online retailers who wish to operate a successful virtual retail outlet. |
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