Autori
Ceruti, Francesca
Di Gregorio, Angelo
Mazzucchelli, Alice

Titolo
E-commerce or s-commerce? A managerial perspective on website design features
Periodico
Mercati e competitività
Anno: 2016 - Fascicolo: 4 - Pagina iniziale: 153 - Pagina finale: 173

E-commerce has rapidly evolved in the last decade. Using Web 2.0 and online social media, many e-tailers are transforming the ways in which they are building relationships with customers. In this environment, social commerce has the potential to significantly enhance the firm competitive advantage by having a positive impact especially on customer relationships and on revenue growth. With the emerging popularity and rapid growth of social commerce, our research aims to exploring, from a managerial perspective, the emerging strategies of stailers compared to e-tailers in Italy, pointing out their key design features and their different approaches in this changing environment. The study was carried out through in-depth interviews with digital and e-commerce managers. The results show that in Italy s-commerce is not so widespread. Furthermore, the few s-tailers are trying to interact and assist consumers in their buying behavior through social activities and the so called Web 2.0 applications.



SICI: 1826-7386(2016)4<153:EOSAMP>2.0.ZU;2-G
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57690&Tipo=Articolo PDF

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