Essays on congruence theory in marketing Special focus on digital products and webstores
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Sprache:Englisch
Fr. 72.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
01.10.2022
Verlag
Springer Fachmedien Wiesbaden GmbHSeitenzahl
168
Maße (L/B/H)
21/14.8/1.1 cm
Gewicht
241 g
Auflage
1st edition 2022
Sprache
Englisch
ISBN
978-3-658-39363-2
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.
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