Autori
Raimondo, Maria Antonietta
Donato, Carmela

Titolo
La rilevanza dell'informazione tattile negli acquisti online
Periodico
Micro & macro marketing
Anno: 2017 - Volume: 78 - Fascicolo: 3 - Pagina iniziale: 411 - Pagina finale: 434

Using three experiments, the present research demonstrates that, in presence of a description of the tactile characteristics of the product, consumers' attitude is significantly higher when the information is given by a web-community then the company web-site. Moreover, consumers' attitude towards low-touch products for which the touch is not diagnostic is significantly higher when the tactile information is provided by a web-community compared to the company web-site, because of the higher reliability perceived by customers for web-communities. From a managerial perspective, the results of this research imply that, to promote the purchase of low-touch products within the digital environment, companies need to consider virtual communities in order to favor the exchange among users of tactile information about those products.



SICI: 1121-4228(2017)78:3<411:LRDTNA>2.0.ZU;2-5
Testo completo: https://www.rivisteweb.it/download/article/10.1431/88003
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/88003

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