L'effetto dell'e-WOM sull'intenzione di acquisto

Name: L'effetto dell'e-WOM sull'intenzione di acquisto
Brand: Edizioni Sapienza
SKU: 9786209722158
Price: 7012.0 INR
Availability: InStock

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ISBN13: 9786209722158
Binding: Paperback
Subject: N/A
Publisher: Edizioni Sapienza
Publisher Imprint: Edizioni Sapienza
Publication Date: March 26, 2026
Pages: 116
Original Price: USD 78.0
Language: Italian
Edition: N/A
Item Weight: 164 grams
BISAC Subject(s): Marketing / General

About The Book

Studiosi di tutto il mondo hanno analizzato intensamente il passaparola elettronico (e-WOM) nell'ultimo decennio. Tuttavia, nonostante l'ampia conoscenza dell'effetto dell'e-WOM sul comportamento dei consumatori, manca ancora una comprensione di come la fonte dell'e-WOM plasmi tali comportamenti. Esistono molte fonti di e-WOM, la cui influenza pu� avere esiti diversi per quanto riguarda le intenzioni d'acquisto dei consumatori. Inoltre, la maggior parte degli studi ha misurato la forza dei legami sociali (forti/deboli) come un'unica variabile. L'e-WOM a legame debole (W-tie) e l'e-WOM a legame forte (S-tie) sono sempre studiati in contrasto tra loro. Le caratteristiche contrapposte di questi due costrutti sono state considerate in quasi tutti gli studi; tuttavia, essi possono operare insieme attraverso meccanismi diversi. Questo studio ha suddiviso i legami sociali in due costrutti distinti, W-tie e S-tie, aggiungendo un'altra fonte di e-WOM (e-WOM delle celebrit�), e ha indagato come il W-tie moderasse l'effetto del S-tie e dell'e-WOM delle celebrit� sull'intenzione d'acquisto, nonch� l'effetto di mediazione del valore percepito, del piacere percepito e della risposta affettiva sull'intenzione d'acquisto. Un totale di 983 risposte valide sono state analizzate utilizzando SPSS e AMOS.

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