I driver percettivi dell'atteggiamento verso la marca digitale. Un'indagine empirica

Digitization and the growing importance of online environments require specific approaches for analyzing and managing e-brands. With a focus on pure players’ corporate websites, the aim of our study is to analyze the main determinants of users’ e-brand attitudes. In doing so, our study considers three key variables relating to the e-brand attitudes: interactivity, personalization, and e-trust. A quantitative empirical study was conducted, and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity and personalization. To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes. Moreover, it is the interrelationships among these constructs which are of particular interest.