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Michael Groß erarbeitet vor dem Hintergrund des sich verändernden Konsum- und Kaufverhaltens mittels einer modellgestützten, empirischen Untersuchung Hinweise, um den Mobile Commerce als (neuen) strategischen Kommunikations- und Vertriebskanal für (Handels-)Unternehmen zu etablieren. Dazu stellt er wesentliche Akzeptanztreiber und -barrieren heraus, identifiziert spezifische Konsumententypen des Mobile Shoppings, und beschreibt Ansatzpunkte für gezielte, akzeptanzfördernde (Marketing-)Maßnahmen, die den shoppingbezogenen Einsatz von Smartphones bei Konsumenten forcieren.

Boekdetails

Formaat: Paperback / softback
Uitgever: Springer Fachmedien Wiesbaden
Imprint

Springer Gabler

Auteur

Michael Groß, Springer Gabler, Springer Fachmedien Wiesbaden

ISBN-13

9783658172923

Verschijningsdatum

2017-02-17

Taal

German

Editie

1. Aufl. 2017

Afmetingen

148 mm × 210 mm

Land van herkomst

NL

Paperback / softback

Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen

door Michael Groß

€ 109,48

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