El papel de los infomediarios en la calidad de la web y la atracción de clientes al establecimiento comercial
- Vázquez Casielles, Rodolfo (coord.)
- Trespalacios Gutiérrez, Juan Antonio (coord.)
- Estrada Alonso, Eduardo (coord.)
- González Mieres, Celina (coord.)
Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-431-4
Year of publication: 2013
Pages: 313-331
Type: Book chapter
Abstract
Many commercial firms operating only with a traditional store have incorporated to their strategies the electronic channel. smes have invested and have incurred into elevated expenses to promote their online presence. General opinion on this subjects points out that there is no clear relationship between these efforts and the business performance. using a sample of spanishused-vehicle dealers, this study demonstrates the narrow relationship between the investments on infomediaries and backlinks and the quality of the business� Web site. The full mediation effect on the relationship between a limited presence of the specialized infomediaries on the sector and the firm�s visibility and customer attraction is also empirically proved.