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portada Essays on Congruence Theory in Marketing: Special Focus on Digital Products and Webstores (Handel und Internationales Marketing Retailing and International Marketing)
Type
Physical Book
Publisher
Author
Language
English
Pages
168
Format
Paperback
ISBN13
9783658393632
Edition No.
1

Essays on Congruence Theory in Marketing: Special Focus on Digital Products and Webstores (Handel und Internationales Marketing Retailing and International Marketing)

Robér Rollin (Author) · Springer Gabler · Paperback

Essays on Congruence Theory in Marketing: Special Focus on Digital Products and Webstores (Handel und Internationales Marketing Retailing and International Marketing) - Robér Rollin

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Synopsis "Essays on Congruence Theory in Marketing: Special Focus on Digital Products and Webstores (Handel und Internationales Marketing Retailing and International Marketing)"

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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