Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli user generated content

As a result of the diffusion of social media, the User Generated Contents (UGC) are integrating the Brand Generated Contents, becoming one of the most important source of information for consumers in their online decision-making process. Despite the relevance of this phenomenon, there is still a lack of studies focused on how the UGC affect the e-trust creation and the e-risk reduction, two key factors for the development of B-to-C e-commerce. This paper represents a first theoretical contribution in the field and proposes a conceptual model that aims to analyse the interrelations among e-risk, e-trust and UGC in online shopping environments.