305,240 research outputs found
The propensity of e-commerce usage: the influencing variables
No full textPurposeThe purpose of this paper is to address online consumer behavior in purchase decision making. Research – in the form of various psychological and sociological studies – has recently provided many theoretical models to explain how consumers utilize new technologies.Design/methodology/approachThe intention of this study is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables have been tested together using a statistical methodology not previously applied to this type of problem: the classification and regression trees (CART) procedure.FindingsThe survey results confirm that, in addition to utilitarian aspects of online use, the perception of the usefulness of the system, very important seem to be the hedonistic aspects related to the higher or lower emotional commitment. In the first instance, the online purchase intention is influenced by the construct of playfulness, followed by the perceived security and usefulness.Practical implicationsIt is already evident that e‐commerce sites, even at the functional and graphic design stage, should consider elements that make it possible to increase the potential for participation, engagement, interaction and fun.Originality/valueThe intention of the paper is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables are derived from models in the literature which have been tested together using a statistical methodology not previously applied to this type of problem: the CART procedure.</jats:sec
In onore di Gianni Bonera: fra didattica e storia della fisica ;
No full textComunicazioni al XXVIII Congresso Nazionale di Storia della Fisica e dell'Astronomia sui contributi alla nascita della storia della fisica in Italia di Gianni Bonera (Pavia) e Ludovico Geymonat (Milano
Il controllo della pubblicità: uno strumento di verifica del messaggio
No full textThe paper aim is to propose a simple approach to monitor and control a stage in the communication process too often neglected by the doctrine and operators: the encoding. The paper investigates the degree of coincidence/discordance between what is conveyed through the brief and what is actually said in the advertising and most probably understood by consumers
Technical and Hedonistic Variables of Online Visual Merchandising: Do They Influence Apparel Website Popularity and Attractiveness?
No full textThis study looks for a correlation between visual hedonistic and technical variables and site success, simultaneously establishing whether there are any recorded evolutionary aspects of technical variables. A mixed method approach was adopted and the analysis was divided into the following phases: content analysis on technical and hedonistic characteristics; traffic analysis, analysis of the position of websites in relation to data traffic using a size reduction technique; cross-analysis of results obtained in the two previous phases to observe the cluster structure from a point of view of data traffic. The results state that there is no clear correlation between technical and hedonistic qualities of an e-commerce site in the apparel industry and the popularity and attractiveness of their site, and therefore, the authors cannot confirm the four proposed hypotheses
Le tendenze evolutive nelle politiche di marketing e comunicazione dell’impresa aeroportuale
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