Los determinantes de la confianza del comprador onlinecomparación con el caso de subasta

  1. Sonia San Martín Gutiérrez 1
  2. Carmen Camarero Izquierdo 2
  1. 1 Universidad de Burgos

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Universidad de Valladolid

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Year of publication: 2010

Volume: 10

Issue: 1

Pages: 43-61

Type: Article

DOI: 10.5295/CDG.100187SS DIALNET GOOGLE SCHOLAR lock_openADDI editor

More publications in: Management Letters / Cuadernos de Gestión


Cited by

  • Scopus Cited by: 5 (15-05-2023)
  • Dialnet Metrics Cited by: 4 (28-05-2023)
  • Web of Science Cited by: 1 (29-05-2023)
  • Dimensions Cited by: 5 (04-04-2023)

SCImago Journal Rank

  • Year 2010
  • SJR Journal Impact: 0.102
  • Best Quartile: Q4
  • Area: Marketing Quartile: - Rank in area: 153/187
  • Area: Business, Management and Accounting (miscellaneous) Quartile: - Rank in area: 240/333
  • Area: Economics, Econometrics and Finance (miscellaneous) Quartile: - Rank in area: 220/281
  • Area: Finance Quartile: - Rank in area: 202/229
  • Area: Industrial Relations Quartile: Q4 Rank in area: 50/59
  • Area: Organizational Behavior and Human Resource Management Quartile: Q4 Rank in area: 155/177
  • Area: Strategy and Management Quartile: Q4 Rank in area: 329/397
  • Area: Business and International Management Quartile: Q4 Rank in area: 304/400


  • Social Sciences: B


(Data updated as of 04-04-2023)
  • Total citations: 5
  • Recent citations: 1


Los trabajos de investigación sobre comercio electrónico en Internet ocupan gran parte de la investigación de marketing, pero son pocos aún los que se han ocupado de estudiar el sistema de subasta. Ante las peculiares características de una compra online, transmitir confianza al consumidor en este contexto es uno de los retos más importantes y difíciles en comparación con la compra offline. No obstante, es de esperar que las señales generadoras de confianza sean diferentes en la compra online por subasta que en la compra online en otros sitios web. En este trabajo se presenta un modelo que trata de reflejar el efecto que tienen las señales del sitio web sobre la confianza del consumidor y se compara para un contexto de venta por subasta y el resto de contextos de compra online. Con la información recogida sobre una muestra de compradores online se presentan los principales resultados e implicaciones.

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