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