ESTUDIO SOBRE EL IMPACTO DEL GÉNERO Y LAS EMOCIONES EN EL COMPORTAMIENTO DE COMPRA ONLINE DE VIAJES

Jana Prodanova, Sonia San Martín

Resumen


En la actualidad, gran parte de las compras serealizan online y es necesario investigar la influencia de aspectos referentes alos sitios Web sobre las percepciones de los consumidores para un diseño deesos sitios web. Este trabajo es el primer estudio que nos consta en laliteratura que aborda el efecto del género en las preferencias, colores yemociones de los compradores online de viajes. El objetivo es conocer lasdiferencias entre hombres y mujeres en las preferencias de presentación deinformación y características de sitios web de venta online de billetes detransporte y en la asociación de colores y emociones. Para la investigación seutilizaron 173 encuestas de compradores de billetes online de transporte. Los resultadosindican diferencias por género referentes a las asociaciones de emociones ycolores y de aspectos objetivos y subjetivos de los sitios Web, que suponen informacióninteresante, tanto para el mundo académico, como para el mundo profesional.  ABSTRACT:Nowadays, Internetis considered to be the main tool for the organization of all kind of shoppingactivities and we found necessary to study the influence of the Web sitecharacteristics on the costumer perception, for those Web sites applicabledesign. This study is the first we know in the literature that approaches thegender effect on the consumers´ preferences, colors and emotions regarding the shoppingof electronic transportation tickets. This investigation deals with theconsumers´ association of colors and emotions, and their preferences as for thecharacteristics of online tickets´ Web sites characteristics and explores differencesaccording to buyer gender. For this research we collected information from 173surveys, from buyers of online transportation tickets. Results show genderdifferences related to associations between colors and emotions, and objectiveand subjective Web site issues, which involves interesting information, bothfor the academic world and managerial implications.

Palabras clave


comercio electrónico; género; características de los sitios Web; compra online; emociones.

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DOI: https://doi.org/10.1234/RAT2011n11

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ISSN impresión: 1885-2564

ISSN electrónico: 2254-0644