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La rilevanza delle variabili predittive della propensione all?acquisto online

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  • Michelle Bonera

Abstract

Obiettivo del presente lavoro ? quello di studiare il comportamento d?acquisto online, analizzando le variabili che incidono sull?intenzione d?acquisto degli utenti Web. Le ricerche, volte a spiegare la propensione all?utilizzo delle nuove tecnologie hanno fornito, ad oggi, numerosi predittori, che mirano a spiegare l?intenzione di utilizzo di specifiche applicazioni tecnologicamente innovative da parte degli utenti. Originariamente i principali studi sono stati condotti negli ambiti lavorativi e di organizzazione aziendale e, pi? raramente, sull?acquisto online. L?intento ? quello di controllare la rilevanza delle variabili fondamentali nel contesto dell?e-commerce. In particolare ? emerso come l?intenzione d?acquisto online sia influenzata, fortemente, dal divertimento nell?utilizzo del sito, seguito dalla fiducia e dall?utilit? percepita.

Suggested Citation

  • Michelle Bonera, 2011. "La rilevanza delle variabili predittive della propensione all?acquisto online," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(4), pages 101-123.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-004008
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