Motivaciones y barreras para la implantación del comercio electrónico en España: un estudio Delphi
DOI:
https://doi.org/10.1016/j.estger.2016.08.002Palavras-chave:
Comercio electrónico, Método Delphi, Motivaciones, BarrerasResumo
A pesar del avance de Internet, las cifras globales muestran un lento crecimiento del comercio electrónico en España. Por ello, este trabajo plantea identificar las barreras que obstaculizan la difusión del comercio electrónico, así como las principales motivaciones empresariales a su implantación. El método Delphi fue aplicado con la intención de alcanzar un consenso dentro de un panel de expertos en la materia sobre cuáles son las principales motivaciones y barreras a la implantación del comercio electrónico en España. Los resultados identifican la expansión de los mercados y la captación de nuevos clientes como principales incentivos. Entre los obstáculos se destacan los relacionados con problemas logísticos, la seguridad en métodos de pago y la oferta de productos difícilmente comercializables por Internet.
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Referências
Alonso, A. B. (2004). Comercio electrónico: antecedentes, fundamentos y estado actual. Madrid: Dykinson.
Ament, R. (1970). Comparison of Delphi forecasting studies in 1964 and 1969. Futures, 2(1), 35–44.
Bahmanziari, T., Odom, D. M. y Ugrin, J. C. (2009). An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce. International Journal of Accounting Information Systems, 10(3), 152–170.
Blind, K., Cuhls, K. y Grupp, H. (2001). Personal attitudes in the assessment of the future of science and technology: A factor analysis approach. Technological Forecasting and Social Change, 68(2), 131–149.
Brancheau, J. C., Janz, B. y Wetherbe, J. C. (1996). Key issues in information systems. Managements: 1994-1995 SIM Delphi results. MIS Quarterly, 20(2), 225–242.
Bredzel-Skowera, K. y Turek, T. (2015). The prospects of E-commerce in Poland. Procedia Computer Science, 5, 1114–1123.
Briz, J. y Laso, I. (2001). Internet y comercio electrónico (2.a ed.). Madrid: Mundi-Prensa Libros.
Bueno, S. y Salmeron, J. L. (2008). Fuzzy modeling Enterprise Resource Planning tool selection. Computer Standards & Interfaces, 30(3), 137–147.
Chaparro-Peláez, J., Agudo-Peregrina, A. F. y Pascual-Miguel, F. J. (2016). Conjoint analysis of drivers and inhibitors of e-commerce adoption. Journal of Business Research, 69(4), 1277–1282.
Clayton, M. (1997). Delphi: A technique to harness expert opinion for critical decision-making tasks in education. Educational Psychology, 17(4), 373–387.
Cui, M. y Pan, S. L. (2015). Developing focal capabilities for e-commerce adoption: A resource orchestration perspective. Information & Management, 52(2), 200–209.
Dalkey, N. C. y Helmer, O. (1963). An experimental application of the Delphi method to the user of experts. Management Science, 9(3), 458–467.
Del Águila, A. R. (2000). El comercio electrónico basado en Internet. Comercio electrónico y estrategia empresarial. Hacia la economía digital (2.a ed.). Madrid: RA-MA.
Falk, M. y Hagsten, E. (2015). E-commerce trends and impacts across Europe. International Journal of Production Economics, 170(Part A), 357–369.
Foro de Economía Digital. (2015). Informe de Evolución y Perspectivas eCommerce 2015. Madrid: Observatorio ecommerce y transformación Digital [consultado 30 Jun 2016]. Disponible en: http://observatorioecommerce.com/informeperspectivas-y-tendencias-en-ecommerce-2015/.
Frasquet-Deltoro, M., Mollá-Descals, A. y Ruiz-Molina, M. E. (2012). Factores determinantes y consecuencias de la adopción del comercio electrónico B2C: una comparativa internacional. Estudios Gerenciales, 28(123), 101–120.
Gallego, M. D. (2009). El método Delphi. En V. Bañuls y J. L. Salmeron (Eds.), Fundamentos de la prospectiva en sistemas de información (pp. 89–121). Madrid: RA-MA.
Gallego, M. D. y Bueno, S. (2014). Exploring the application of the Delphi method as a forecasting tool in Information Systems and Technologies research. Technology Analysis & Strategic Management, 26(9), 987–999.
Gallego, M. D., Bueno, S. y López-Jiménez, D. (2016). Impact of B2C e-commerce codes of conduct on sales volume: Lessons from the Spanish perspective. Journal of Business & Industrial Marketing, 31(3), 381–392.
Gómez, A. y Veloso, M. (2010). Economía digital y comercio electrónico. Santiago de Compostela: Tórculo.
Gomez-Herrera, E., Martens, B. y Turlea, G. (2014). The drivers and impediments for cross-border e-commerce in the EU. Information Economics and Policy, 28(C), 83–96.
González-Campo, C. H. (2010). E-Stakeholders: una aplicación de la teoría de los stakeholder a los negocios electrónicos. Estudios Gerenciales, 26(114), 39–57.
Hayne, S. y Pollard, C. (2000). A comparative analysis of critical issues facing Canadian information systems personnel: A national and global perspective. Information & Management, 38(2), 73–86.
Holzmüller, H. y Schlüchter, J. (2002). Delphi study about the future of B2B marketplaces in Germany. Electronic Commerce Research and Applications, 1(1), 2–19.
Iglesias-Pradas, S., Pascual-Miguel, F., Hernández-García, A. y Chaparro-Peláez, J. (2013). Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory analysis. Computers in Human Behavior, 29(2), 314–322.
Instituto Nacional de Estadística - INE. (2012). Encuesta de uso de TIC y comercio electrónico en las empresas 2012-2013. Madrid: INEbase.
Keis, M. y Cule, P. E. (1998). A framework for identifying software projects risks. Communication of the ACM, 41(11), 76–83.
Kurnia, S., Choudrie, J., Mahbubur, R. M. y Alzougool, B. (2015). E-commerce technology adoption: A Malaysian grocery SME retail sector study. Journal of Business Research, 68(9), 1906–1918.
Lai, V. y Chung, W. (2002). Managing international data communications. Communications of the ACM, 45(3), 89–99.
Lai, V. (2001). Issues of international information systems management: A perspective of affiliates. Information & Management, 38(4), 253–264.
Landeta, J. (1999). El método Delphi: una técnica de previsión para la incertidumbre. Ariel: Barcelona.
Landeta, J. (2006). Current validity of the Delphi method in social sciences. Technological Forecasting and Social Change, 73(5), 467–482.
Lin, Z. (2014). An empirical investigation of user and system recommendations in e-commerce. Decision Support Systems, 68, 111–124.
Linstone, H. A. y Turoff, M. (1975). The Delphi Method. Techniques and Applications. Nueva York: Addison-Wesley.
López-Jiménez, D., Gallego, M. D. y Bueno, S. (2012). Codes of good practices in the B2C e-commerce. Soft Computing in Management and Business Economics, 286, 343–350.
Martino, J. P. (2003). A review of selected recent advances in technological forecasting. Technological Forecasting and Social Change, 70(8), 719–733.
Mitchell, V. (1991). The Delphi technique: An exposition and application. Technology Analysis & Strategic Management, 3(4), 333–358.
Mulligan, P. (1999). Differentiating service tasks for IT application an exploratory analysis in financial services. International Journal of Service Industry Management, 10(2), 190–199.
Nambisan, S., Agarwal, R. y Tanniru, M. (1999). Organizational mechanisms for enhancing user innovation in information technology. MIS Quarterly, 23(3), 365–396.
Okoli, C. y Pawlowski, S. (2004). The Delphi method as a research tool: An example, design considerations and applications. Information & Management, 42(1), 15–29.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información - ONTSI. (2015). Estudio sobre Comercio Electrónico B2C 2014 [consultado 30 Jun 2016]. Disponible en: http://www.ontsi.red.es/ontsi/es/estudiosinformes/estudio-b2c-2014-edici%C3%B3n-2015.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información - ONTSI. (2016). Indicadores destacados de la sociedad de la información en España [consultado 30 Jun 2016]. Disponible en: http://www.ontsi.red.es/ontsi/es/informacion-y-recursos/indicadoresdestacados-de-la-sociedad-de-la-informaci%C3%B3n-en-espa%C3%B1-enero-2015.
Riggs, W. E. (1983). The Delphi technique: An experimental evaluation. Technological Forecasting and Social Change, 23, 89–94.
Rohrbaugh, J. (1979). Improving the quality of group judgement: Social judgement. Organizational Behavior and Human Performance, 24(1), 73–92.
Rowe, G. y Wright, G. (1999). The Delphi technique as a forecasting tool: Issues and analysis. International Journal of Forecasting, 15, 353–375.
Ueasangkomsate, P. (2015). Adoption e-commerce for export market of small and medium enterprises in Thailand. Procedia - Social and Behavioral Sciences, 207, 111–120.
Urciuoli, L., Hintsa, J. y Ahokas, J. (2013). Drivers and barriers affecting usage of e- Customs – A global survey with customs administrations using multivariate analysis techniques. Government Information Quarterly, 30(4), 473–485.
Valmohammadi, C. y Dashti, S. (2016). Using interpretive structural modeling and fuzzy analytical process to identify and prioritize the interactive barriers of ecommerce implementation. Information & Management, 53(2), 157–168.
Van Zolingen, S. y Klaassen, C. (2003). Selection processes in a Delphi study about key qualifications in senior secondary vocational education. Technological Forecasting and Social Change, 70(4), 317–340.
Wright, D. (1998). Analysis of the market for access to broadband telecommunications in the year 2000. Computers & Operations Research, 25(2), 127–138.
Wu, I. L., Chen, K. W. y Chiu, M. L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284–296.
Zhang, D., Zhu, P. y Ye, Y. (2016). The effects of E-commerce on the demand for commercial real estate. Cities, 51, 106–120.
Ament, R. (1970). Comparison of Delphi forecasting studies in 1964 and 1969. Futures, 2(1), 35–44.
Bahmanziari, T., Odom, D. M. y Ugrin, J. C. (2009). An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce. International Journal of Accounting Information Systems, 10(3), 152–170.
Blind, K., Cuhls, K. y Grupp, H. (2001). Personal attitudes in the assessment of the future of science and technology: A factor analysis approach. Technological Forecasting and Social Change, 68(2), 131–149.
Brancheau, J. C., Janz, B. y Wetherbe, J. C. (1996). Key issues in information systems. Managements: 1994-1995 SIM Delphi results. MIS Quarterly, 20(2), 225–242.
Bredzel-Skowera, K. y Turek, T. (2015). The prospects of E-commerce in Poland. Procedia Computer Science, 5, 1114–1123.
Briz, J. y Laso, I. (2001). Internet y comercio electrónico (2.a ed.). Madrid: Mundi-Prensa Libros.
Bueno, S. y Salmeron, J. L. (2008). Fuzzy modeling Enterprise Resource Planning tool selection. Computer Standards & Interfaces, 30(3), 137–147.
Chaparro-Peláez, J., Agudo-Peregrina, A. F. y Pascual-Miguel, F. J. (2016). Conjoint analysis of drivers and inhibitors of e-commerce adoption. Journal of Business Research, 69(4), 1277–1282.
Clayton, M. (1997). Delphi: A technique to harness expert opinion for critical decision-making tasks in education. Educational Psychology, 17(4), 373–387.
Cui, M. y Pan, S. L. (2015). Developing focal capabilities for e-commerce adoption: A resource orchestration perspective. Information & Management, 52(2), 200–209.
Dalkey, N. C. y Helmer, O. (1963). An experimental application of the Delphi method to the user of experts. Management Science, 9(3), 458–467.
Del Águila, A. R. (2000). El comercio electrónico basado en Internet. Comercio electrónico y estrategia empresarial. Hacia la economía digital (2.a ed.). Madrid: RA-MA.
Falk, M. y Hagsten, E. (2015). E-commerce trends and impacts across Europe. International Journal of Production Economics, 170(Part A), 357–369.
Foro de Economía Digital. (2015). Informe de Evolución y Perspectivas eCommerce 2015. Madrid: Observatorio ecommerce y transformación Digital [consultado 30 Jun 2016]. Disponible en: http://observatorioecommerce.com/informeperspectivas-y-tendencias-en-ecommerce-2015/.
Frasquet-Deltoro, M., Mollá-Descals, A. y Ruiz-Molina, M. E. (2012). Factores determinantes y consecuencias de la adopción del comercio electrónico B2C: una comparativa internacional. Estudios Gerenciales, 28(123), 101–120.
Gallego, M. D. (2009). El método Delphi. En V. Bañuls y J. L. Salmeron (Eds.), Fundamentos de la prospectiva en sistemas de información (pp. 89–121). Madrid: RA-MA.
Gallego, M. D. y Bueno, S. (2014). Exploring the application of the Delphi method as a forecasting tool in Information Systems and Technologies research. Technology Analysis & Strategic Management, 26(9), 987–999.
Gallego, M. D., Bueno, S. y López-Jiménez, D. (2016). Impact of B2C e-commerce codes of conduct on sales volume: Lessons from the Spanish perspective. Journal of Business & Industrial Marketing, 31(3), 381–392.
Gómez, A. y Veloso, M. (2010). Economía digital y comercio electrónico. Santiago de Compostela: Tórculo.
Gomez-Herrera, E., Martens, B. y Turlea, G. (2014). The drivers and impediments for cross-border e-commerce in the EU. Information Economics and Policy, 28(C), 83–96.
González-Campo, C. H. (2010). E-Stakeholders: una aplicación de la teoría de los stakeholder a los negocios electrónicos. Estudios Gerenciales, 26(114), 39–57.
Hayne, S. y Pollard, C. (2000). A comparative analysis of critical issues facing Canadian information systems personnel: A national and global perspective. Information & Management, 38(2), 73–86.
Holzmüller, H. y Schlüchter, J. (2002). Delphi study about the future of B2B marketplaces in Germany. Electronic Commerce Research and Applications, 1(1), 2–19.
Iglesias-Pradas, S., Pascual-Miguel, F., Hernández-García, A. y Chaparro-Peláez, J. (2013). Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory analysis. Computers in Human Behavior, 29(2), 314–322.
Instituto Nacional de Estadística - INE. (2012). Encuesta de uso de TIC y comercio electrónico en las empresas 2012-2013. Madrid: INEbase.
Keis, M. y Cule, P. E. (1998). A framework for identifying software projects risks. Communication of the ACM, 41(11), 76–83.
Kurnia, S., Choudrie, J., Mahbubur, R. M. y Alzougool, B. (2015). E-commerce technology adoption: A Malaysian grocery SME retail sector study. Journal of Business Research, 68(9), 1906–1918.
Lai, V. y Chung, W. (2002). Managing international data communications. Communications of the ACM, 45(3), 89–99.
Lai, V. (2001). Issues of international information systems management: A perspective of affiliates. Information & Management, 38(4), 253–264.
Landeta, J. (1999). El método Delphi: una técnica de previsión para la incertidumbre. Ariel: Barcelona.
Landeta, J. (2006). Current validity of the Delphi method in social sciences. Technological Forecasting and Social Change, 73(5), 467–482.
Lin, Z. (2014). An empirical investigation of user and system recommendations in e-commerce. Decision Support Systems, 68, 111–124.
Linstone, H. A. y Turoff, M. (1975). The Delphi Method. Techniques and Applications. Nueva York: Addison-Wesley.
López-Jiménez, D., Gallego, M. D. y Bueno, S. (2012). Codes of good practices in the B2C e-commerce. Soft Computing in Management and Business Economics, 286, 343–350.
Martino, J. P. (2003). A review of selected recent advances in technological forecasting. Technological Forecasting and Social Change, 70(8), 719–733.
Mitchell, V. (1991). The Delphi technique: An exposition and application. Technology Analysis & Strategic Management, 3(4), 333–358.
Mulligan, P. (1999). Differentiating service tasks for IT application an exploratory analysis in financial services. International Journal of Service Industry Management, 10(2), 190–199.
Nambisan, S., Agarwal, R. y Tanniru, M. (1999). Organizational mechanisms for enhancing user innovation in information technology. MIS Quarterly, 23(3), 365–396.
Okoli, C. y Pawlowski, S. (2004). The Delphi method as a research tool: An example, design considerations and applications. Information & Management, 42(1), 15–29.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información - ONTSI. (2015). Estudio sobre Comercio Electrónico B2C 2014 [consultado 30 Jun 2016]. Disponible en: http://www.ontsi.red.es/ontsi/es/estudiosinformes/estudio-b2c-2014-edici%C3%B3n-2015.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información - ONTSI. (2016). Indicadores destacados de la sociedad de la información en España [consultado 30 Jun 2016]. Disponible en: http://www.ontsi.red.es/ontsi/es/informacion-y-recursos/indicadoresdestacados-de-la-sociedad-de-la-informaci%C3%B3n-en-espa%C3%B1-enero-2015.
Riggs, W. E. (1983). The Delphi technique: An experimental evaluation. Technological Forecasting and Social Change, 23, 89–94.
Rohrbaugh, J. (1979). Improving the quality of group judgement: Social judgement. Organizational Behavior and Human Performance, 24(1), 73–92.
Rowe, G. y Wright, G. (1999). The Delphi technique as a forecasting tool: Issues and analysis. International Journal of Forecasting, 15, 353–375.
Ueasangkomsate, P. (2015). Adoption e-commerce for export market of small and medium enterprises in Thailand. Procedia - Social and Behavioral Sciences, 207, 111–120.
Urciuoli, L., Hintsa, J. y Ahokas, J. (2013). Drivers and barriers affecting usage of e- Customs – A global survey with customs administrations using multivariate analysis techniques. Government Information Quarterly, 30(4), 473–485.
Valmohammadi, C. y Dashti, S. (2016). Using interpretive structural modeling and fuzzy analytical process to identify and prioritize the interactive barriers of ecommerce implementation. Information & Management, 53(2), 157–168.
Van Zolingen, S. y Klaassen, C. (2003). Selection processes in a Delphi study about key qualifications in senior secondary vocational education. Technological Forecasting and Social Change, 70(4), 317–340.
Wright, D. (1998). Analysis of the market for access to broadband telecommunications in the year 2000. Computers & Operations Research, 25(2), 127–138.
Wu, I. L., Chen, K. W. y Chiu, M. L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284–296.
Zhang, D., Zhu, P. y Ye, Y. (2016). The effects of E-commerce on the demand for commercial real estate. Cities, 51, 106–120.
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2016-09-22
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Motivaciones y barreras para la implantación del comercio electrónico en España: un estudio Delphi. (2016). Estudios Gerenciales, 32(140), 221-227. https://doi.org/10.1016/j.estger.2016.08.002
