El comercio electrónico en España (2019): un ejemplo de tercera brecha digital

Stefano  De Marco

doi:10.3989/ris.2022.80.2.20.98

Autores/as

Stefano De Marco Universidad de Salamanca https://orcid.org/0000-0002-0762-8541

DOI:

https://doi.org/10.3989/ris.2022.80.2.20.98

Palabras clave:

Comercio electrónico, Desigualdad digital, Habilidades digitales, Internet

Resumen

El comercio electrónico es un uso avanzado de Internet cada vez más difundido entre la población. Sin embargo, hay razones para pensar que las desigualdades originadas por la tercera brecha digital hagan que esta difusión no sea uniforme. Usando el caso de estudio español y los datos del Instituto Nacional de Estadística, se quiere averiguar si el nivel de recursos educativos, materiales y digitales de los internautas favorece la adopción de este uso de Internet y si ayuda a evitar los problemas que de ello se pueden desprender (productos defectuosos, problemas en el cobro, etc.). Para ello, se implementan un modelo de regresión logística y una regresión de Poisson. Los resultados muestran que, en línea con los planteamientos de la desigualdad digital, los internautas con mayor nivel de recursos incorporan más fácilmente el comercio electrónico en sus vidas diarias y tienen mayor probabilidad de evitar los problemas a ello asociados.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Akhter, S. H. 2003. "Digital Divide and Purchase Intention: Why Demographic Psychology Matters". Journal of Economic Psychology 24(3):321-27. https://doi.org/10.1016/S0167-4870(02)00171-X

Attewell, P. 2001. "The First and Second Digital Divides".Sociology of Education 74(3): 252-59. https://doi.org/10.2307/2673277

Barkhi, R. y L. Wallace. 2007. "The Impact of Personality Type on Purchasing Decisions in Virtual Stores". Information Technology and Management 8(4): 313-30. https://doi.org/10.1007/s10799-007-0021-y

Baubonienė, Z. y G. Gulevičiūtė. 2015. "E-Commerce Factors Influencing Consumers' Online Shopping Decision". Social Technologies 5(1): 74-81.

Blank, Grant y Christoph Lutz. 2018. "Benefits and harms from Internet use: A differentiated analysis of Great Britain". New Media & Society 20(2): 618-640 https://doi.org/10.1177/1461444816667135

Büchi, M., N. Just y M. Latzer. 2015. "Modeling the Second-Level Digital Divide: A Five-Country Study of Social Differences in Internet Use". New Media & Society 18(11): 2703-22. https://doi.org/10.1177/1461444815604154

Buhtz, K., A. Reinartz, A. Koenig, L. Graf-Vlachy y J. Mammen. 2014. "Second-Order Digital Inequality: The Case of E-Commerce". Paper presentado en la Thirty Fifth International Conference on Information Systems, 14-17 de diciembre, Auckland. Consultado el día 20 de mayo de 2021 (https://ssrn.com/abstract=2876126).

Calderón Gómez, D. 2020. "The Third Digital Divide and Bourdieu: Bidirectional Conversion of Economic, Cultural, and Social Capital to (and from) Digital Capital among Young People in Madrid". New Media & Society 23(9): 2534-2553. https://doi.org/10.1177/1461444820933252

Chen, L. y J. Tan. 2004. "Technology Adaptation in E-Commerce: Key Determinants of Virtual Stores Acceptance". European Management Journal 22(1): 74-86. https://doi.org/10.1016/j.emj.2003.11.014

Davis, F. D. 1989. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology". 13(3): 319-339. https://doi.org/10.2307/249008

De Marco, S., J. M. Robles, M. Antino y E. Ganuza Fernández. 2016. "Influence of Abilities for Searching Commercial Information Online on E-Shopping: When Inequality Affects Business". Journal of Globalization, Competitiveness & Governability 10(3): 136-52.

Deng, Z., Y. Lu, B. Wang, J. Zhang y K. K. Wei. 2010. "An Empirical Analysis of Factors Influencing Users' Adoption and Use of Mobile Services in China". International Journal of Mobile Communications 8(5): 561-85. https://doi.org/10.1504/IJMC.2010.034937

DiMaggio, P., E. Hargittai, C. Celeste y S. Shafer. 2004. "From Unequal Access to Differentiated Use: A Literature Review and Agenda for Research on Digital Inequality". Pp. 355-400 en Social Inequality, editado por K. M. Neckerman. New York, NY: Russell Sage Fundation.

Dodel, M. y G. Mesch. 2018. "Inequality in Digital Skills and the Adoption of Online Safety Behaviors". Information, Communication & Society 21(5): 712-28. https://doi.org/10.1080/1369118X.2018.1428652

Ecommerce Europe. 2021. "Main priorities for the European Digital Commerce sector 2022". Priority Paper. Consultado el 15 de junio de 2021 (https://ecommerce-eu-rope.eu/press-item/main-priorities-for-2022-for-the-di-gital-commerce-sector/)

European Commission. 2020. "Shaping Europe's Digital Future". Fact Sheet, 20 (278). Consulta 23 de junio 2021 (https://ec.europa.eu/commission/presscorner/detail/en/AC_20_260).

Eurostat. 2021. "E-Commerce Statistics for Individuals". Vol. Statistics Explained. Consulta 20 de junio 2021 (https://ec.europa.eu/eurostat/statistics-explained/index.php?title=E-commerce_statistics_for_individuals&oldid=266007)

Gelderman, C. J., P. W. Th. Ghijsen y R. van Diemen. 2011. "Choosing Self-Service Technologies or Interpersonal Services --the Impact of Situational Factors and Technology-Related Attitudes". Journal of Retailing and Consumer Services 18(5): 414-21. https://doi.org/10.1016/j.jretconser.2011.06.003

Goldsmith, E. y S. L.T. McGregor. 2000. "E-Commerce: Consumer Protection Issues and Implications for Research and Education". Journal of Consumer Studies & Home Economics 24(2): 124-27. https://doi.org/10.1046/j.1365-2737.2000.00150.x

Hassani, S. N. 2006 "Locating digital divides at home, work, and everywhere else". Poetics 34(4-5): 250-272. https://doi.org/10.1016/j.poetic.2006.05.007

Hargittai, E. 2002. "Second-Level Digital Divide: Differences in People's Online Skills". First Monday 7(4): 1-20. https://doi.org/10.5210/fm.v7i4.942

Hargittai, E. y A. Hinnant. 2008. "Digital Inequality: Differences in Young Adults' Use of the Internet". Communication Research 35(5): 602-21. https://doi.org/10.1177/0093650208321782

Helsper, E. J. y A. J. A. M. van Deursen. 2015. "The Third-Level Digital Divide: Who Benefits Most from Being Online?" Pp. 29-52 en Communication and Information Technologies Annual, Vol. 10, editado por L. Robinson, Shelia R. Cotten, J. Schulz, T. M. Hale y A. Williams. Howard House: Emerald. https://doi.org/10.1108/S2050-206020150000010002

Helsper, E. J. y S. Smirnova. 2019. "Youth Inequalities in Digital Interactions and Well-Being". Pp. 163-186 en Educating 21st Century Children: Emotional Well-Being in the Digital Age, Educational Research and Innovation, editado por T. Burns y F. Gottschalk. Paris: OECD Publishing.

Helsper, E. J. 2021. The Digital Disconnect. London: Sage Publications.

Ho, S. y Y. Ko. 2008. "Effects of Self-Service Technology on Customer Value and Customer Readiness: The Case of Internet Banking". Internet Research 18(4): 427-46. https://doi.org/10.1108/10662240810897826

INE. 2020. Encuesta sobre equipamiento y uso de tecnologías de información y comunicación en los hogares (2019). Madrid: INE.

Iyer, L. S., L. Taube y J. Raquet. 2002. "Global E-Commerce: Rationale, Digital Divide, and Strategies to Bridge the Divide". Journal of Global Information Technology Management 5(1): 43-68. https://doi.org/10.1080/1097198X.2002.10856319

Leonard, L.N.K. y T.P. Cronan. 2001. "Electronic Commerce Success Theory: A Proposed Model for Supply Chain Management Success". Journal of Information Technology Theory and Application (JITTA) 3(2): 1-25.

Lissitsa, S. 2015. "Digital Use as a Mechanism to Accrue Economic Capital: A Bourdieusian Perspective". Innovation: The European Journal of Social Science Research 28(4): 464-82. https://doi.org/10.1080/13511610.2015.1081557

Lupač, P. 2018. Beyond the Digital Divide: Contextualizing the Information Society: Emerald Group Publishing. https://doi.org/10.1108/9781787565470

Margolis, M. y D. Resnick. 2000. Politics as Usual: The Cyberspace "Revolution". Thousand Oaks, Calif.: Sage Publications. https://doi.org/10.4135/9781452233475

Micheli, M., C. Lutz y M. Büchi. (2018). "Digital footprints: an emerging dimension of digital inequality", Journal of Information, Communication and Ethics in Society, Vol. 16 No. 3, pp. 242-251. https://doi.org/10.1108/JICES-02-2018-0014

P., Eleonora y C. Dennis. 2019. "Toward the Future". Pp. 79-89 en Smart Retailing: Technologies and Strategies, editado por Eleonora Pantano y Charles Dennis. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-12608-7_7

Pérez-Amaral, T., A. Valarezo, R. López, T. Garín-Muñoz e I. Herguera. 2020. "E-Commerce by Individuals in Spain Using Panel Data 2008 -2016". Telecommunications Policy 44(4): 101888. https://doi.org/10.1016/j.telpol.2019.101888

Peter, J. y P. M. Valkenburg. 2006. "Adolescents' Internet Use: Testing the "Disappearing Digital Divide" Versus the "Emerging Digital Differentiation" Approach". Poetics 34(4-5): 293-305. https://doi.org/10.1016/j.poetic.2006.05.005

Ragnedda, M. y M. L. Ruiu. 2017. "Social Capital and the Three Levels of Digital Divide". Pp. 27-40 en Theorizing Digital Divides, editado por M. Ragnedda y G. W. Muschert. London: Routledge. https://doi.org/10.4324/9781315455334-3

Ragnedda, M. (2018). "Conceptualizing digital capital". Telematics and Informatics 35(8): 2366-2375. https://doi.org/10.1016/j.tele.2018.10.006

Robinson, L. 2009. "A Taste for the Necessary". Information, Communication & Society 12(4): 488-507. https://doi.org/10.1080/13691180902857678

Robinson, L. 2012. "Information-Seeking 2.0. The Effects of Informational Advantage". RESET. Recherches en sciences sociales sur Internet (1): 1-20. https://doi.org/10.4000/reset.135

Serrano-Cinca, C., J. F. Muñoz-Soro e I. Brusca. 2018. "A Multivariate Study of Internet Use and the Digital Divide". Social Science Quarterly 99(4): 1409-25. https://doi.org/10.1111/ssqu.12504

Shanthi, R. y K. Desti. "Consumers' perception on online shopping". Journal of Marketing and Consumer Research 13 (2015): 14-21.

Scheerder, A. J., A. Jam Van Deursen, and J. AGM Van Dijk. 2019 "Internet use in the home: Digital inequality from a domestication perspective". new media & society 21(10): 2099-2118. https://doi.org/10.1177/1461444819844299

Valarezo, A., R. López y T. Pérez Amaral. 2020. "Adoption of E-Commerce by Individuals and Digital-Divide". Pp. 103-34 en Applied Economics in the Digital Era: Essays in Honor of Gary Madden, editado por J. Alleman, P. N. Rappoport y M. Hamoudia. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-40601-1_4

van Deursen, A. y J. van Dijk. 2008. "Using online public services: a measurement of citizens' operational, formal, information and strategic skills." International Conference on Electronic Government. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-85204-9_17

van Deursen, A., J. A. G. M. van Dijk y O. Peters. 2011. "Rethinking Internet Skills: The Contribution of Gender, Age, Education, Internet Experience, and Hours Online to Medium and Content-Related Internet Skills". Poetics 39(2): 125-44. https://doi.org/10.1016/j.poetic.2011.02.001

van Deursen, A., J. van Dijk y O. Peters. 2012. "Proposing a Survey Instrumentfor Measuring Operational, Formal, Information, and Strategic Internet Skills". International Journal of Human-Computer Interaction 28(12): 827-37. https://doi.org/10.1080/10447318.2012.670086

van Deursen, Alexander J. A. M. y Jan A. G. M. van Dijk. 2015. "Toward a Multifaceted Model of Internet Access for Understanding Digital Divides: An Empirical Investigation". The Information Society 31(5): 379-91. https://doi.org/10.1080/01972243.2015.1069770

van Deursen, A., E. J. Helsper y R. Eynon. 2016. "Development and Validation of the Internet Skills Scale (Iss)". Information, Communication & Society 19(6): 804-23. https://doi.org/10.1080/1369118X.2015.1078834

Van Deursen, A. J. A. M. y J. A. G. M. van Dijk. 2014. Digital Skills: Unlocking the Information Society. New York: Palgrave Macmillan.

Van Deursen, A. J. A. M., E. Helsper, R. Eynon y J. A. G. M. Van Dijk. 2017. "The Compoundness and Sequentiality of Digital Inequality". International Journal of Communication 11: 452-73.