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

  1. San Martín Gutiérrez, Sonia 1
  2. López-Catalán, Blanca 2
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

Journal:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Year of publication: 2010

Volume: 10

Issue: 1

Pages: 17-34

Type: Article

DOI: 10.5295/CDG.100158SS DIALNET GOOGLE SCHOLAR lock_openADDI editor

More publications in: Management Letters / Cuadernos de Gestión

Abstract

New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and recently, mobile marketing is useful in a commercial sense: the mobile phone incorporates television, camera, radio, chat and now firms are introducing in the issue of advertising and in other regions in selling through the mobile phone. In spite of the increasing number of studies on traditional distribution and on electronic commerce, the studies that explore the possibilities and challenges of the mobile telephone and that compare it with Internet as buying and selling channels are scarce. The goal of this study is to compare the situation of B2C buying and selling through Internet and through the mobile phone and the theoretical approaches applied in each case. This paper presents common advantages for consumers and firms in both buying and selling channels and also clear differences between them. Besides, this study revises the main approaches and determinants of the buying in each case.

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