Autori: Maggiore, Giulio, Lo Presti, Letizia, Capone, Veronica
Titolo: Digital Consumer Vulnerability: A New Theoretical Framework Through a Systematic Literature Review
Periodico: Micro & macro marketing
Anno: 2025 - Volume: 101 - Fascicolo: 2 - Pagina iniziale: 243 - Pagina finale: 268

This paper aims to analyze the literature on consumer vulnerability in the digital market to shed light on emerging factors that activate e-vulnerability and its consequences, to help interpret consumer reactions to forms of unfair e-commercial practices, and to identify future research avenues. Given the gaps and the generality of the literature on the topic, to achieve our objectives, we carried out a systematic literature review; using Scopus and Web of Science for our analysis, we selected 40 sample articles. This study revealed that e-vulnerability is a dynamic, relational, and architectural process based on data and a multidimensional model. The analysis identifies three interconnected digital triggers (personal, external, and behavioral factors) and four digital consequences (technological, relational, personal, and based on the market). Moreover, a theoretical framework for digital consumer vulnerability is proposed. This paper contributes to the literature by providing a new theoretical framework for understanding digital consumer vulnerability. The focus on the digital context allows specific triggers and consequences of consumer vulnerability to be drawn out in e-platforms.




SICI: 1121-4228(2025)101:2<243:DCVANT>2.0.ZU;2-L
Testo completo: https://www.rivisteweb.it/download/article/10.1431/114639
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/114639

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