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Konsumentenentscheidungen im Mobile Commerce

Konsumentenentscheidungen im Mobile Commerce

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834923585
Condition
New
Product Description

Mit Hilfe moderner Mobiltelefone werden Konsumenten auf interessante Produkte und Dienstleistungen aufmerksam gemacht, knnen Informationen darber beschaffen und sie mglicherweise sogar bestellen. Auf der Basis von drei empirischen Studien analysiert Philipp Broeckelmann anhand von mobilen Services, ob Konsumenten durch Informationen aus dem mobilen Internet beeinflusst werden. Er untersucht, welche Wirkung ortssensitive Werbe-SMS und in einem Ladengeschft abgefragte Preisvergleiche haben und ob Konsumenten anders einkaufen, wenn sie etwas in einem mobilen Online-Shop statt in einem Ladengeschft bestellen. Der Autor zeigt, dass die teils enthusiastischen Erwartungen an das mobile Internet differenziert betrachtet werden sollten.

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