1,721,023 research outputs found
Il mercato delle concessionarie di pubblicità
No full textTesi di Dottorato in Economia Aziendale, 18° cicl
How Are The Operators In The Tourism Industry Approaching The Virtual Channel
No full textThis paper reports on the findings of a research on the Web strategy and efficacy of different kind of firms operating in the tourism industry. The study has been conducted considering European companies. In this article we investigate the value chain of the tourism industry. The aim is to understand which organizations are the most prepared to use the real oportunities offered by the virtual channel. For example travel agencies are using the Web site as a communication tool, and hotels are using it to market goods and services, to receive reservations, and to evacuate customer complaints or suggestions
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
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
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