Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
It's never the same: The role of homogeneity in online services
Year:2013
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Social sciences
Information
Abstract
Service sales on the Internet do not show a recognizable pattern. Thus, while travel services such as plane tickets, hotels reservations and car rental services are mostly sold via the online channel, since the emergence of e-commerce more customized and specialized services have not had the same success in Internet. This research aims to study the differences between services based on their degree of homogeneity/heterogeneity, and if and how this characteristic of the service impacts consumer behaviour. In order to do so, an empirical study with a sample of graduate and postgraduate students based on declared intentions, risk perceptions and actual purchasing behaviour has been carried out. The main findings of this study confirm that: a) the degree of homogeneity/heterogeneity of a service is a valid classification variable for online segmentation; b) homogeneous services seem more suitable to be sold and delivered through Internet; c) there is a relation between perceived risk and intention to buy services on the Internet; and d) the scope for some traditional classification variables must be narrowed.
International
Si
Congress
2013 Global Innovation and Knowledge Industries Academy (GIKA) Bi-Annual Conference
960
Place
Valencia (España)
Reviewers
Si
ISBN/ISSN
978-84-616-0275-9
Start Date
09/07/2013
End Date
12/07/2014
From page
1
To page
10
Proceedings of the 2013 Global Innovation and Knowledge Industries Academy (GIKA) Bi-Annual Conference
Participants
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Felix Jose Pascual Miguel (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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