E-Book, Englisch, 168 Seiten, eBook
Reihe: Handel und Internationales Marketing Retailing and International Marketing
Rollin Essays on congruence theory in marketing
1. Auflage 2022
ISBN: 978-3-658-39364-9
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark
Special focus on digital products and webstores
E-Book, Englisch, 168 Seiten, eBook
Reihe: Handel und Internationales Marketing Retailing and International Marketing
ISBN: 978-3-658-39364-9
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
Introduction.- Structure and Content of the Essays.- Essays.- General Conclusion.- References.