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Descripción
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| 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. | |
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Internacional
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Si |
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Nombre congreso
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2013 Global Innovation and Knowledge Industries Academy (GIKA) Bi-Annual Conference |
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Tipo de participación
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960 |
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Lugar del congreso
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Valencia (España) |
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Revisores
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Si |
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ISBN o ISSN
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978-84-616-0275-9 |
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DOI
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Fecha inicio congreso
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09/07/2013 |
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Fecha fin congreso
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12/07/2014 |
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Desde la página
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1 |
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Hasta la página
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10 |
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Título de las actas
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Proceedings of the 2013 Global Innovation and Knowledge Industries Academy (GIKA) Bi-Annual Conference |