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- Title
INTERNET COMO FUENTE DE INFORMACIÓN EN EL PROCESO DE COMPRA : HACIA UNA CONCEPCI ÓN INTEGRAL DEL CONSUMIDOR.
- Authors
Urueña-López, Alberto; Agudo-Peregrina, Ángel-Francisco; Hidalgo-Nuchera, Antonio
- 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.
- Subjects
INFORMATION resources; INTERNET marketing; COMMUNICATION strategies; CONSUMER behavior; INTERNET users; ELECTRONIC commerce
- Publication
El Profesional de la Información, 2011, Vol 20, Issue 6, p627
- ISSN
1386-6710
- Publication type
Article
- DOI
10.3145/epi.2011.nov.04