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ISBN10: 6206804186
ISBN13: 9786206804185
Publisher: Edizioni Sapienza
Published: Apr 28 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786206804185
Publisher: Edizioni Sapienza
Published: Apr 28 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Italian
Con l'evoluzione delle tecnologie informatiche, che hanno cambiato il modo di comunicare delle persone e delle aziende, l'e-commerce e il marketing digitale sono diventati fondamentali per la maggior parte delle imprese. Il nuovo canale e le nuove tecnologie in continua evoluzione offrono nuove possibilità e relazioni per le aziende e i consumatori, ma un aspetto che rimane altrettanto importante, se non di più, per i professionisti è determinare i fattori e le motivazioni che spingono questi ultimi a utilizzare i canali digitali. Questo studio presenta, dal punto di vista delle preferenze dei consumatori, uno studio quantitativo (regressione logistica) sull'influenza di variabili demografiche, quali sesso, età e reddito, sulla propensione all'acquisto di assicurazioni tramite canali elettronici. Sebbene la vendita al dettaglio di prodotti tangibili sia stata la precursora e abbia ancora una maggiore rilevanza in termini quantitativi, anche il mercato digitale dei servizi è in crescita e segue la tendenza dei consumatori a migrare verso i canali digitali. Si presenta quindi una nuova opportunità (o necessità di adattamento) anche per il settore dei servizi finanziari.
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