Claves para optimizar la venta online de cosmética de lujo en España
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2022
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Universidad Camilo José Cela
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Díaz-Bustamante Ventisca, M., Narros González, M. J., Puelles Gallo, M., & Carcelén García, S. (2022). Claves para optimizar la venta online de cosmética de lujo en España. UCJC Business and Society Review (formerly Known As Universia Business Review), 19(72), 74-109. Recuperado a partir de https://journals.ucjc.edu/ubr/article/view/4391
Abstract
Partiendo de los resultados de una encuesta a 1.114 consumidoras de cosmética de lujo, este trabajo identifica el perfil de las compradoras online de esta categoría de productos en España, y los frenos y los drivers de esa compra online, proponiendo un modelo explicativo de la misma. Estos hallazgos tienen una aplicación directa para que las empresas del sector optimicen sus acciones online, siendo especialmente relevantes en el contexto actual de pandemia, que ha modificado el comportamiento de compra de los individuos provocando un fuerte crecimiento de las compras online.
Based on the results of a survey of 1,114 luxury cosmetics consumers, this paper identifies the profile of online shoppers of this product category in Spain, and the inhibitors and drivers of online shopping, proposing an explanatory model of online shopping. These findings have a direct application for companies in the sector to optimise their online actions and are especially relevant in the current context of the pandemic, which has modified the purchasing behaviour of individuals, leading to a strong growth in online shopping.
Based on the results of a survey of 1,114 luxury cosmetics consumers, this paper identifies the profile of online shoppers of this product category in Spain, and the inhibitors and drivers of online shopping, proposing an explanatory model of online shopping. These findings have a direct application for companies in the sector to optimise their online actions and are especially relevant in the current context of the pandemic, which has modified the purchasing behaviour of individuals, leading to a strong growth in online shopping.