Internet como fuente de información en el proceso de comprahacia una concepción integral del consumidor

  1. Urueña López, Alberto
  2. Agudo Peregrina, Ángel Francisco
  3. Hidalgo Nuchera, Antonio
Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2011

Issue Title: Fuentes de información 2.0

Volume: 20

Issue: 6

Pages: 627-633

Type: Article

DOI: 10.3145/EPI.2011.NOV.04 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Sustainable development goals

Abstract

Traditional purchasing processes have become more complex and sophisticated with the appearance of the internet. The increasing number of internet users and the ease of access to information are pushing businesses to revise their communication strategies and management plans for online and offline channels. This study analyses the relationship between the information search and the point of purchase in multichannel environments. The main result of this research is that a comprehensive analysis of the consumer and the ability to track their online and offline purchasing habits can provide businesses with valuable data to deploy information resources in a way that optimally meets consumer needs according to the products offered.

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