Comportamiento de búsqueda y compra en internetun análisis aplicado al mercado español

1. Bigné Alcañiz, José Enrique
2. Ruiz Mafé, Carla
3. Sanz Blas, Silvia

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Abstract

This paper aims to analyze the factors influencing the use of search engines and its impact on e-shopping behaviour. Analysis of the results obtained from a sample of 650 Spanish E-shoppers shows that consumers who value convenience, price reductions and wide assortment as motivations for purchase online are more likely to use search engines for e-shopping that those who do not. Online use experience and online shopping experience are negative key drivers of search engine use for E-shopping. Regarding implications, search engine use has no influence on online spending

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