El éxito del Comercio Móvil B2Cfactores de adopción y propuestas de valor de las empresas

  1. Blanca López-Catalán 1
  2. Sonia San Martín 2
  3. Nadia Jiménez 2
  1. 1 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

  2. 2 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

Revue:
Cuadernos de estudios empresariales

ISSN: 1131-6985

Année de publication: 2016

Número: 26

Pages: 61-78

Type: Article

D'autres publications dans: Cuadernos de estudios empresariales

Résumé

La literatura ha analizado ampliamente los factores que afectan a la adopción del comercio móvil (CM) por parte de los consumidores. Sin embargo, no ha abordado de la misma manera las propuestas de valor que el empresario puede incorporar a su oferta comercial, derivadas de las características propias del canal. Para ello, este trabajo resulta original al desarrollar una visión integradora que aborda la relación B2C en el comercio móvil. En esta línea, el objetivo de este trabajo es definir propuestas de valor basadas en la tecnología móvil incluyendo los factores involucrados en el éxito del comercio móvil desde el punto de vista del consumidor. Para conseguir este objetivo, se utiliza información secundaria y se hace una extensa revisión de la literatura que permite hacer una clasificación de las diferentes propuestas de valor sugeridas en la literatura. El estudio muestra una recopilación de los factores que favorecen la adopción del comercio móvil desde el punto de vista del consumidor, y los relaciona con seis tipos de proposiciones de valor sobre las que las empresas interesadas en la venta por móvil pueden articular su negocio para lograr que el consumidor adopte este tipo de compra.

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