CHOICE OF SALES CHANNELS IN ELECTRONIC COMMERCE

Authors

  • Claudio Santiago Baptista Fundação Getúlio Vargas
  • Delane Botelho Fundação Getúlio Vargas

Abstract

Electronic commerce in Brazil has become a significant channel for the dissemination, commercialization and distribution of products and services in terms of physical and financial volume, however there are many gaps in knowledge about the process of choice of sales channels in the online environment. The objective of this work is to appraise and quantify the relevant attributes in the choice of these channels in the Brazilian context. In-depth interviews were conducted with Internet users during the exploratory phase of the research. The evaluation of the importance of these attributes was performed through a survey among purchasers of books in electronic retail stores, using conjoint analysis methodology. The results revealed that the price was the most important attribute, followed by delivery time, positive experience in prior purchases, usability, positive recommendation from friends and the brand name of the site. The implications of these results for marketing are then discussed and suggestions for future research are presented.

KEYWORDS: Customer choice; Conjoint analysis; Electronic commerce.

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Author Biographies

Claudio Santiago Baptista, Fundação Getúlio Vargas

Mestre em Gestão Empresarial pela Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (Ebape-FGV).

Delane Botelho, Fundação Getúlio Vargas

Doutor em Administração de Empresas pela Eaesp-FGV. Professor adjunto da Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (Ebape-FGV).

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Published

2008-08-01

Issue

Vol. 8 No. 1 (2007)

Section

Presentation

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