Data di Pubblicazione:
2020
Abstract:
Previous research universally recognized the pivotal role of touch in consumer
behavior and considered it as one of the critical factors limiting the adoption of
online shopping. In fact, in digital environments, consumers can rely only on the
product visual representation and/or written descriptions of its characteristics.
Starting from this evidence, several authors have underlined how the provision of
a description of a product’s tactile characteristics may positively affect consumer
behavior. However, previous contributions have devoted little attention to the
differential influence of online sources of information on consumers’ willingness
to buy when a description of a product’s tactile characteristics is provided. The
research presented in this chapter aims to cover this gap, by demonstrating through
two experimental studies that, when a description of the tactile characteristics of
the product is provided, the information given by the users of a web-community
increases consumer’s willingness to buy the product.
behavior and considered it as one of the critical factors limiting the adoption of
online shopping. In fact, in digital environments, consumers can rely only on the
product visual representation and/or written descriptions of its characteristics.
Starting from this evidence, several authors have underlined how the provision of
a description of a product’s tactile characteristics may positively affect consumer
behavior. However, previous contributions have devoted little attention to the
differential influence of online sources of information on consumers’ willingness
to buy when a description of a product’s tactile characteristics is provided. The
research presented in this chapter aims to cover this gap, by demonstrating through
two experimental studies that, when a description of the tactile characteristics of
the product is provided, the information given by the users of a web-community
increases consumer’s willingness to buy the product.
Tipologia CRIS:
2.1 Contributo in volume (Capitolo o Saggio)
Elenco autori:
Donato, C.; Raimondo, M. A.
Link alla scheda completa:
Titolo del libro:
Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior