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 2013/1
Lingua Italiano Numero pagine 21 P. 143-163 Dimensione file 924 KB
DOI 10.3280/MC2013-001009
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

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, Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content in "MERCATI E COMPETITIVITÀ" 1/2013, pp 143-163, DOI: 10.3280/MC2013-001009