Video-selling: see now, buy now! Understanding the effect of background setting on willingness to buy
Della Rocca, Marialaura (A.A. 2021/2022) Video-selling: see now, buy now! Understanding the effect of background setting on willingness to buy. Tesi di Laurea in Retail and service experience marketing, Luiss Guido Carli, relatore Stefania Farace, pp. 61. [Master's Degree Thesis]
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Abstract/Index
Literature review and hypotheses development. Video-selling phenomenon. The effect of background conditions on willingness to buy. The mediating effect of perceived reliability. The mediating effect of intimacy. The moderating role of type of product. Methodology. Sample and manipulation checks. Pre-test. Main test. Results and discussion. General discussion.
References
Bibliografia: pp. 34-37.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Retail and service experience marketing |
| Thesis Supervisor: | Farace, Stefania |
| Thesis Co-Supervisor: | Querini, Marco |
| Academic Year: | 2021/2022 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Mar 2023 11:50 |
| Last Modified: | 23 Mar 2023 11:50 |
| URI: | https://tesi.luiss.it/id/eprint/35419 |
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