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Internet como fuente de información en el proceso de compra: hacia una concepción integral del consumidor
| Content Provider | Semantic Scholar |
|---|---|
| Author | Urueña-López, Alberto Agudo-Peregrina, Ángel-Francisco Hidalgo-Nuchera, Antonio |
| Copyright Year | 2011 |
| Abstract | Traditional purchasing processes have become more complex and sophisticated with the appearance of the internet. The increasing number of internet users and the ease of access to information are pushing businesses to revise their communication strategies and management plans for online and offline channels. This study analyses the relationship between the information search and the point of purchase in multichannel environments. The main result of this research is that a comprehensive analysis of the consumer and the ability to track their online and offline purchasing habits can provide businesses with valuable data to deploy information resources in a way that optimally meets consumer needs according to the products offered. |
| Starting Page | 627 |
| Ending Page | 633 |
| Page Count | 7 |
| File Format | PDF HTM / HTML |
| DOI | 10.3145/epi.2011.nov.04 |
| Volume Number | 20 |
| Alternate Webpage(s) | https://www.scipedia.com/wd/images/7/79/Draft_Content_241447100-37363-6463-document.pdf |
| Alternate Webpage(s) | https://doi.org/10.3145/epi.2011.nov.04 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
