Retail y tecnología, la pareja perfecta / Retail and technology, the perfect match

Nuria Viejo-Fernández

Resumo


Este trabajo analiza en qué medida la actitud favorable al uso de las nuevas tecnologías influye en el desarrollo de un comportamiento omnicanal y en cada una de sus tipologías más recurrentes, webrooming y showrooming. La investigación empírica se basa en una encuesta con una muestra de 636 usuarios de smartphones. Los resultados derivados de la aplicación de un modelo logístico binomial utilizando STATA 12 muestran que la predisposición al uso de las nuevas tecnologías potencia el desarrollo de una conducta omnicanal. Asimismo, también se ha podido comprobar como la actitud favorable al uso de las tecnologías de la información y la comunicación (TIC) es más intensa en el caso del comportamiento showrooming que de la conducta webrooming.


Palavras-chave


Comportamiento omnicanal, webrooming, showrooming, TIC, retail

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Referências


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DOI: https://doi.org/10.34140/bjbv3n1-032

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