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Article summary:
1. This paper explores how the use of virtual tours can be used to improve customers’ intention to buy food products and/or visit places where products are manufactured.
2. Applying the theory of planned behaviour, this study focuses on the Parmigiano Reggiano cheese, one of the most exported Italian foods.
3. The empirical results indicate that the opportunity to experience products through virtual tours positively influences consumer behaviours.
Article analysis:
The article is generally reliable and trustworthy in its claims and evidence presented. The authors provide a thorough theoretical background for their research, citing relevant literature from both consumer behaviour and human-computer interaction fields. They also provide a detailed description of their methodology, including an explanation of their survey design and data collection process. Furthermore, they present a clear theoretical model with hypotheses that are supported by empirical evidence from their survey results.
However, there are some potential biases in the article that should be noted. First, the sample size used in the survey was relatively small (399 respondents), which may limit the generalizability of the findings to other contexts or populations. Second, while the authors do discuss some potential limitations of their study (e.g., lack of control over external factors such as Covid-19 restrictions), they do not explore any counterarguments or alternative explanations for their findings. Finally, it is worth noting that this article was published in a SpringerLink journal, which may have an inherent bias towards promoting certain types of research over others due to its focus on technology-related topics.