El uso estratégico de Internet por los concesionarios de vehículos de ocasión españoles
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Universidad de Salamanca
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- Vázquez Casielles, Rodolfo (coord.)
- Juan A. Trespalacios Gutiérrez (coord.)
- Eduardo Estrada Alonso (coord.)
- Celina González Mieres (coord.)
Éditorial: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-357-7
Année de publication: 2011
Pages: 345-360
Type: Chapitre d'ouvrage
Résumé
The sale of second-hand vehicles online is growing across European countries and specifically in Spain. New information technologies enable dealers to extend and integrate their services globally. This study uses a survey of Spanish second-hand car dealers to assess their tendencies, behaviours, resource strategies, and performance with regard to electronic media. The analysis reveal that both a differentiation strategy and the commitment of Internet resources are positively correlated to dealers’ Internet performance in terms of greater number of customers reached through the Internet, who have a higher purchase probability than those who came directly to the dealership’s establishment.