Changing consumer attitudes in steady markets

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Le ricerche sui comportamenti d’acquisto online: l’orientamento edonico e utilitarista

Da un lato la letteratura ha sottolineato i numerosi vantaggi che Internet potrebbe offrire come canale distributivo, d’altro lato però la diffusione effettiva del canale elettronico è ancora assai lontana dall’eguagliare quella dei canali offline. Dunque, oltre a sottolineare i punti di forza e le potenzialità di Internet, è importante anche cercare di comprendere quali fattori influenzino la propensione dei consumatori a fare acquisti utilizzando il canale elettronico. In questa analisi si considera l’impatto dell’orientamento edonico e utilitarista, il ruolo del prodotto, del rischio percepito e del bisogno di un contatto fisico con il bene prima del suo acquisto. I risultati indicano che 1-il diverso orientamento all’acquisto comporta differenze significative nell’intenzione di ricorrere al canale elettronico, 2-la categoria merceologica gioca un ruolo rilevante, 3-i consumatori preferiscono acquistare online dopo avere interagito fisicamente col prodotto nel canale offline, piuttosto che acquistare direttamente da Internet, anche quando la marca è a loro nota. Si discutono quindi le implicazioni teoriche e manageriali

Drivers and Barriers to Online Shopping: The Interaction of Product, Consumer, and Retailer Factors

Through a review of the literature, this chapter focuses on three key influences on purchase behavior on the Internet: product, consumer, and retailer factors. Product characteristics and branding not only influence many consumer-related factors (e.g. the need to handle the product and risk perceptions), but also affect retailers\u2019 strategic and tactical online decisions (e.g. the balance between offline and online retail provision and the breadth and depth of products and brands selection). This chapter also examines how consumer-related factors (e.g. consumers\u2019 expertise, attitudes toward the Internet, and shopping orientation) affect online purchasing and the implications for e-retailers. Finally, the chapter discusses how e-retailers marketing efforts (retailer factors) can be used to overcome the barriers to web purchasing resulting from specific product and consumer related characteristics. Clear and easy to implement recommendations to managers are offered

Implementation and outcomes of customer value: A dyadic perspective

This study examines the concept of customer value based on the views shared by service firms and their consumers. Using qualitative and quantitative approaches, the study reveals customer satisfaction and retention as outcomes of front-line service employees' value delivery practices. Our results suggest that service employees' efforts to deliver customer value, even when based on a dyadic view, do not necessarily lead to customer retention. Rather, customers become more loyal when the value provided by service employees is matched by consumers' satisfaction. In other words, satisfaction is an important and necessary mediating variable between employees' efforts and customer retention.http://www.tandf.co.uk/journals/titles/02642069.as