As a result of the diffusion of social media, the User Generated Contents (UGC) are 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 initial e-trust creation and the relationship among product category, involvement and consumer knowledge in decision-making strategies for the e-risk reduction. This paper represents a first theoretical contribution in the field and proposes a conceptual model that aims to analyze the interrelations among e-risk, initial e-trust and UGC in online shopping
Con la diffusione dei social media, gli User Generated Content (UGC) sono diventati una delle principali fonti di informazione utilizzata dai consumatori nell’ambito del processo d’acquisto online, integrando i tradizionali Brand Generated Content (BGC). Nonostante la rilevanza del fenomeno, emerge una carenza di studi volti ad analizzare l’influenza esercitata dagli UGC, da una parte, sullo sviluppo dell’initial e-trust e, dall’altra, nella riduzione del rischio percepito online, due fattori chiave per lo sviluppo dell’e-commerce B-to-C. 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.
Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli user generated content / Latorre, Annaluce; Vernuccio, Maria. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - STAMPA. - 1:1(2013), pp. 143-163. [10.3280/mc2013-001009]
Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli user generated content
LATORRE, Annaluce;VERNUCCIO, Maria
2013
Abstract
As a result of the diffusion of social media, the User Generated Contents (UGC) are 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 initial e-trust creation and the relationship among product category, involvement and consumer knowledge in decision-making strategies for the e-risk reduction. This paper represents a first theoretical contribution in the field and proposes a conceptual model that aims to analyze the interrelations among e-risk, initial e-trust and UGC in online shoppingI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.