115 research outputs found
Does culture matter in online fashion products purchase behavior? Evidences from a cross-cultural analysis of Alibaba customers
No full textE-commerce giants such as Alibaba, Amazon or Yoox have dramatically changed the ways customers are purchasing fashion products. In fact, a huge number of customers nowadays purchase fashion products online. Previous literature has pointed out how the competition among such giants is based on customers’ perceptions of easiness to use and perceived risk of these platforms (Faraoni et al., 2018). Hence, the characteristics of digital platforms are more and more important in influencing final customers’ purchase decision. Recent contributions have found out how some customers are more skeptical toward China-based Alibaba than US-based Amazon or Italy-based Yoox (Kwak et al., 2019). Customers perceive a higher risk of purchasing counterfeit products on Alibaba in particular among Western customers as opposed to Eastern ones (Valarezo et al., 2018). One of the main reasons underlying this phenomenon refers to cultural differences (Peng et al., 2017; Smith et al., 2013). This notwithstanding, scant attention has been paid to a specific exploration of this phenomenon. Specifically, how culture is related with different customers’ evaluations concerning website usability, trust, and perceived risk need to be better explored. Similarly, it is important to evaluate how all these factors influence attitude toward the use a specific online platform and customers’ online purchase intention. To do so, a conceptual model based on Geert Hofstede’s (2001) cultural dimension theory and Icek Ajzen’s (1991) theory of planned behavior (TPB) has been developed
L'innovazione digitale nell'editoria: un modello di analisi del processo di adozione dell'e-book reader da parte del consumatore
No full textLa digitalizzazione è una delle trasformazioni più importanti della società attuale. Si tratta di un fenomeno che sta modificando drasticamente i modelli di business, i processi di acquisto dei consumatori e le forme di commercio. La diffusione delle tecnologie digitali in particolare influenza sia il modo in cui le imprese forniscono ai consumatori nuovi prodotti e servizi, sia le forme di uso e consumo degli stessi. Una più attenta analisi dei modelli comportamentali dei consumatori può fornire utili indicazioni alla ricerca e agli operatori economici nel definire le proprie strategie di mercato. Il contesto di analisi del nostro lavoro è quello dell’editoria digitale con riferimento al processo di adozione dell’ebook reader del consumatore nel mercato italiano. Dai risultati della ricerca si possono derivare utili indicazioni per capire i motivi del ritardo della sua adozione nel mercato italiano rispetto a quello degli altri paesi da una parte e, fornire valide indicazioni per migliorarne la diffusione e preparare gli operatori ad affrontare la sfida del nuovo ed emergente prodotto dell’editoria digitale, l’audiolibro dall’altra
Does brand market value affect consumer perception of brand origin in the purchasing process? The case of Tuscan wines
No full textA plethora of studies have demonstrated that brand of origin is a significant factor
in the purchasing process. It is not clear however how the various components of
quality perception can affect the level of importance that a consumer might associate
with a brand of origin. This paper aims to bridge this gap by investigating the buying
behaviour of a luxury wine compared to that of a super-premium wine. We believe that
the components driving consumer quality perception play an important role in
reducing or reinforcing the brand of origin effect, but this role can vary in intensity
according to the wine market price segment.
The analysis was conducted on a sample of 5,173 consumers from the USA,
Canada, Australia, Germany, UK, Sweden, Belgium and Italy. The results reflect that
“brand knowledge” and “brand attitude” act differently on the brand of origin effect
depending on the market price segment. On the other hand, results regarding “brand
image” showed an overall reinforcing role of the brand of origin effect not affected by
wine price. Some managerial implications arise from the strategic use of the brand of
origin
Combining online market research methods for investigating brand alignment: the case of Nespresso
No full textThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience
Più inglese che altro: il portfolio linguistico dell’italiano medio alla luce del pastiche comico della Sora Cesira
No full textI testi della cantautrice romana conosciuta con lo pseudonimo di Sora Cesira, diffusi in rete a partire da inizio 2011, parodizzano video musicali famosi instaurando un complesso gioco di commistione fra italo-romanzo (italiano comune, romanesco, elementi di dialetti meridionali, specie napoletano) e altre lingue (inglese, francese, spagnolo, portoghese, cui recentemente s’è aggiunto il latino). Tali testi sono qui fatti oggetto d’indagine dal punto di vista delle indicazioni che offrono circa le conoscenze linguistiche da presupporre nel destinatario in essi inscritto. Perché i testi sortiscano il loro effetto comico, infatti, è necessario che siano compresi; dal che deriva che chi li compone lo fa in base ad una percezione – in larga misura irriflessa – del portfolio linguistico del proprio allocutario ideale. Dall’analisi risulta, non sorprendentemente, una radicale sproporzione fra l’inglese e tutto il resto: unicamente dell’inglese, si mostrerà, si impiegano parole e costruzioni non decodificabili in assenza di conoscenze specifiche. Ovvero: per ridere dell’anglo-italiano di Sora Cesira, un po’ d’inglese bisogna pur masticarlo, mentre il requisito cade per tutte le altre lingue, ivi incluso – a riprova di un radicale mutamento dei tempi – il francese.The texts composed by the Roman singer-song writer hiding behind the pseudonym Sora Cesira, posted on the world wide web since early in 2011, are parodies of famous musical videoclips which capitalise on a mix of Italo-Romance (mostly standard Italian and Romanesco, but with a pinch of further dialects like Neapolitan) and other languages (English, French, Spanish, Portuguese, to which more recently also Latin has been added). These texts are analysed here from the viewpoint of the clues they provide as to the linguistic knowledge to be assumed for their ideal addressee to decode them effectively. Infact, in order for them to achieve their intended comic effect, the texts must be understood: therefore, their author(s) must work based on a (probably largely unspoken) hypothesis about the language portfolio of the addressee. As it turns out, there is, quite unsurprisingly, an imbalance between English and all the rest: English, it will be shown, is the only language from which the texts employ words and constructions that are not decodable in the absence of punctual knowledge. In other words, in order to laugh, while listening to Sora Cesira’s Anglo-Italian, some elementary command of English is needed, while this is hardly required for any other of the languages involved, French included (in spite of its having been, until recently, the first foreign language taught in Italian school)
How to Foster Online Wine Purchase? Empirical Evidences from Italy
No full textThe importance of e-commerce platforms for commercialization of goods and services has been widely explored in marketing literature. E-commerce is emerging as a relevant distribution channel in the wine industry also. The wine e-commerce platforms show a slower growth rate when compared to other goods and services categories – such as electronic and digital products. This is particularly true in the Italian context where the total volume of e-commerce sales in the food and drink sector represents less than 1% of the total online sales. Therefore, it is important to investigate the underlying mechanisms explaining consumers’ positive and negative intentions to purchase wine online. This will provide theoretical and practical insights to marketing strategists of the wine industry. Hence, this study proposes and empirically tests a conceptual model concerning the antecedents of consumers’ intention to purchase wine online. Specifically, the objective is to identify the differences that are specific in the context of the wine buying process. Data were collected from a sample of Italian online consumers who habitually purchase wine online. Confirmatory factor analysis (Cfa) and structural equation modeling (Sem) were used to test the hypothesized relationships. Results show that product information availability and convenience propensity significantly influence the digital channel selection and, consequently, loyalty and patronage intention
Assessing the Impact of Big Data on Large Organizations’ Strategies
No full textBig data and big data analytics’ (BDA) importance for business management is growing at an unmatched pace. Such datasets, and the techniques to analyse them, are indeed able to inundate organizations with huge quantities of precious information. Building on this premise, the purpose of this research is to develop a unitary holistic framework on the strategic impact of big data on large organizations. In order to do so, a cognitive map was developed from a coding analysis of 523 job offers on the European labour market coming from 124 large organizations. The results show the effects of big data and BDA on marketing strategies, strategic business intelligence and, finally, operation and supply chain management
Willingness to Pay for a Regional Wine Brand
No full textThe paper explores the country of origin (Coo) and region of origin
(Roo) effects as related to the wine sector. We have focused on case
study of the appellation of Brunello di Montalcino and its perceived familiarity
for consumers originating from the Usa, Canadian, Australian,
German, British, Belgian, Swedish and Italian country markets. In particular,
the paper aims to answer the following research questions: what
is the importance of the country/region of origin assigned by consumers
when evaluating Brunello wine? What is the role of wine knowledge
within the decision-making process of the consumer? Does the image of
Brunello influence the willingness to pay a premium price in the analyzed
markets? Is there a difference in product perceptions and buying
behavior that could be identified between consumers originating from
«Old vs. New World»? The analysis was conducted on a total sample
of 4,190 consumers. The results confirm the relevancy and importance
of the Coo framework and especially the Roo frame of reference in the
process of purchasing wine products. In particular, the results shows an
evident New/Old World consumer different behaviour in terms of the
willingness to pay a premium price for Brunello di Montalcin
Exploring e-Loyalty Antecedents in B2C e-Commerce
No full textPurpose – The purpose of this paper is to investigate the micro-linkages fostering consumers’ e-loyalty in grocery retailers B2C e-commerce context. Specifically, the authors focused on the neglected role of security, privacy and website design. Grocery retailing has been selected as the context of research because grocery retailers too have been required to develop B2C e-commerce platforms to meet their consumers’ evolving preferences.
Design/methodology/approach – A survey was distributed to several students from University of Florence (Italy). Structural equation modeling was used to compile the research, and its results reflect the impact on e-loyalty development on specific features of the e-commerce environment.
Findings – The main findings of this research are related with the importance of website characteristics as antecedents of e-loyalty in online grocery retailing.
Originality/value – Albeit the explored phenomenon has been subject to extensive study, some of its facets are yet to be fully explored. In particular, though the influence of e-trust, e-satisfaction and e-commitment on e-loyalty has been shown, little attention has been paid to the factors affecting these three antecedents of e-loyalty. In this regard, this research focuses on the importance of B2C e-commerce platform characteristics such as security, perceived relationship investment and website design. In addition, the phenomenon was scarcely explored in grocery retailers B2C e-commerce context
Consumer wine perceptions in the Brand Origin framework: the role of product market value
No full textDespite many studies in the literature have shown that the Brand of Origin (BO) is a well known
wine choice factor significantly affecting the consumer purchasing process, further investigations
are still necessary. In particular it is not clear how the components that make up part of the
consumer’s wine perception can affect the level of importance a consumer associates to the wine’s
BO in the purchasing decision process. The paper aims to bridge this gap investigating the buying
behavior of Brunello di Montalcino, an “high value wine”, compared to the buying behavior of
Chianti Classico, “a medium value wine”. We hypothesized that, in such a case, the consumer’s
wine perception components can be important and can moderate (reinforce) the BO effect on
purchasing behavior.
The analysis was conducted on a total sample of 5,173 consumers originating from USA, Canada;
Australia, Germany; UK; Sweden; Belgium; Italy. The results of the ordered logistic regression
confirms the relevancy and importance of the BO framework in the process of purchasing wine
products. In particular, the results show a different role that the wine consumer perception
components such as brand knowledge, brand attitude and brand image can have. Brand knowledge
moderate the BO effect in the case of “high value wine” while reinforces it in the case of “medium
value wine”; brand attitude reinforce the BO effect only for “medium level wines” while brand
image has a general reinforcing role of BO effect both for high and medium value wines.
From these findings we derive some managerial implications concerning a different strategic use of
BO for wine having a different market value
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