Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen book cover by Michael Groß

Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen [9783658172923]

Name: Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen [9783658172923]
SKU: 9783658172923
Availability: InStock

Author: Michael Groß

Paperback

SKU: 9783658172923

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Paperback

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Overview

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.

The book, Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen [Bulk, Wholesale, Quantity] ISBN#9783658172923 in Paperback by Michael Groß may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.

Details

Author:

Michael Groß

Format:

Paperback

Publication Date:

02/17/2017

ISBN-13:

9783658172923

Pages:

279

Publisher:

Springer Fachmedien Wiesbaden

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