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Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Annaluce Latorre, Maria Vernuccio 
Anno di pubblicazione:  2013 Fascicolo: 1 Lingua: Italiano 
Numero pagine:  21 P. 143-163 Dimensione file:  924 KB
DOI:  10.3280/MC2013-001009
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Con la diffusione dei social media, gli User Generated Content (UGC) sono diventati una tra le principali fonti d’informazione per i consumatori in Rete. Nonostante la rilevanza del fenomeno, emerge una carenza di studi volti ad analizzare, da una parte, l’influenza esercitata dagli UGC sullo sviluppo dell’initial e-trust e, dall’altra, la relazione esistente tra categoria di prodotto, coinvolgimento e conoscenza pregressa del consumatore nelle strategie decisionali adottate dallo stesso per la riduzione del rischio percepito online. Il paper rappresenta un primo contributo conoscitivo di tipo teorico e propone un modello concettuale finalizzato ad una lettura integrata delle interrelazioni esistenti tra rischio percepito online, initial e-trust e UGC nei contesti di shopping virtuale.


Keywords: Rischio percepito online, initial e-trust, user generated content, strategie decisionali, social media, e-commerce

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Annaluce Latorre, Maria Vernuccio, in "MERCATI E COMPETITIVITÀ" 1/2013, pp. 143-163, DOI:10.3280/MC2013-001009

   

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