Motivaciones y barreras para la implantación del comercio electrónico en España: un estudio Delphi

Abstract

Despite the huge popularity of the Internet, global reports show a slow growth of electronic commerce in Spain. Based on these data, this work tries to identify the barriers of the diffusion of electronic commerce and the main companies’ motivations to implement e-commerce models. A Delphi method has been used in order to reach a consensus in a panel of experts regarding the main motivations and barriers in the e-commerce implementation. The two main motivations are the market expansion and the attraction of new customers. Moreover, the barriers are related to logistical problems, the security of payment methods and the offer of a catalogue of products that are difficult to trade in Internet.