Essays on congruence theory in marketing : Special focus on digital products and webstores
1st ed. 2022
by
Rober Rollin
Book Details
Format
Paperback / Softback
ISBN-10
3658393637
ISBN-13
9783658393632
Edition
1st ed. 2022
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint
Springer Gabler
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Oct 1st, 2022
Print length
168 Pages
Product Classification:
Sales & marketing
Ksh 8,100.00
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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. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
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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