e-Commerce Use in Spain

27 Pages Posted: 9 May 2009

See all articles by Leonel Cerno

Leonel Cerno

Instituto Nacional de Estadística (INE)

Teodosio Perez Amaral

Complutense University of Madrid - Facultad de Económicas y Empresariales

Date Written: May 8, 2009

Abstract

This paper analyzes the factors that influence private e-commerce from the demand side in Spain. We use econometric models and a survey of 18,948 individuals for 2003, of which 5,273 are internet users.

First, we analyze the determinants of the decision to purchase or not to purchase in the Web taking into account the link between e-commerce and the access and use of the Internet service. Then we characterize the e-consumer profile. The model suggests that the main factors that influence the decision to use e-commerce are accessibility to the Net, income and gender.

Second we use models specific to the users of e-commerce to measure the effects of the determinants on the number of purchases and the expenditure in the Web. For the expenditure equation we use the algorithm RETINA, which improves the forecast ability.

These models can be used to assess the adoption, use and expenditure of new users. This may help the operators to guide investment decisions and the administrations to reduce e-exclusion.

Keywords: Internet expenditure, e-commerce demand, e-commerce expenditure, e-exclusion, RETINA

JEL Classification: C2, C21, C25

Suggested Citation

Cerno, Leonel and Perez Amaral, Teodosio, e-Commerce Use in Spain (May 8, 2009). Available at SSRN: https://ssrn.com/abstract=1401591 or http://dx.doi.org/10.2139/ssrn.1401591

Leonel Cerno (Contact Author)

Instituto Nacional de Estadística (INE) ( email )

Paseo de la Castellana 183 6ta. Planta
Madrid, Madrid 28011
Spain

Teodosio Perez Amaral

Complutense University of Madrid - Facultad de Económicas y Empresariales ( email )

Madrid, 28223
Spain

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