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Essays on congruence theory in marketing

Special focus on digital products and webstores

Robér Rollin (Autor)

Buch | Softcover

XI, 168 Seiten

2022 | 1st ed. 2022
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-39363-2 (ISBN)

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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.

Robér Rollin works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses on social media, digital marketing and consumer behaviour.

Introduction.- Structure and Content of the Essays.- Essays.- General Conclusion.- References.

Erscheinungsdatum	05.10.2022
Reihe/Serie	Handel und Internationales Marketing Retailing and International Marketing
Zusatzinfo	XI, 168 p. 14 illus. Textbook for German language market.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	247 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Consumer Behavior • digital products • Innovation • Marketing • media
ISBN-10	3-658-39363-7 / 3658393637
ISBN-13	978-3-658-39363-2 / 9783658393632
Zustand	Neuware