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Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content

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  • Annaluce Latorre
  • Maria Vernuccio

Abstract

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.

Suggested Citation

  • Annaluce Latorre & Maria Vernuccio, 2013. "Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 143-163.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-001009
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    References listed on IDEAS

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    Cited by:

    1. Riccardo Rialti & Lamberto Zollo & Maria Carmen Laudano & Cristiano Ciappei, 2018. "Social media brand communities and brand value co-creation: Evidences from Italy," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 111-133.
    2. Francesca Magno & Fabiio Cassia & Marta Ugolini, 2014. "L?efficacia delle campagne di social couponing: uno studio tra i merchant di Groupon," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 41-63.
    3. Barbara Del Bosco & Maria Cristina Morra & Valerio Veglio, 2017. "Social media and firm performance: The voice of managers in European contexts," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 53-75.
    4. Maria Antonietta Raimondo & Stefania Farace & Gaetano Nino Miceli, 2018. "User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(2), pages 61-83.

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