Antecedentes de la decisión de compra en los entornos virtuales. Propuesta de un modelo descriptivo en la compra interactiva

Abstract

The aim of this research is to present an in-depth study of Spanish consumers' online shopping decisions. There is a literature review of the sociodemographic and behavioural variables which influence the adoption of In- ternet as a shopping channel and a descriptive model is proposed which includes the relationships between these variables. The results show the influence of the sociodemographic variables: gender, education, income and Inter- net relationship (exposure and knowledge) on the E-purchase decision.

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