Resumo

FRASQUET DELTORO, MARTA; MOLLA DESCALS, ALEJANDRO  e  RUIZ MOLINA, MARÍA EUGENIA. Determining factors and consequences of the adoption of B2C e-commerce: An international comparison. estud.gerenc. [online]. 2012, vol.28, n.123, pp.101-120. ISSN 0123-5923.

Many retailers have decided to create virtual stores as an alternative to physical stores. This article aims to analyze the factors influencing this strategic decision and its impact on business performance among major retailers in the United Kingdom, France, and Spain. Through binary regression and analysis of variance results show that the adoption of electronic commerce by retailers is affected by the size of the company, the kinds of goods sold, and the country where the establishment is located. Likewise, significant differences are observed in terms of return and profitability among retailers who have adopted e-commerce and those who have not.

Palavras-chave : E-commerce; retail distribution; profitability; return.

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