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一致性、期望与数字环境下的消费者行为-Congruency, Expectations And Consumer Behavior In Digital Environments文件编号:1533

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标题(title):Congruency, Expectations And Consumer Behavior In Digital Environments
一致性、期望与数字环境下的消费者行为
作者(author):Frederic Nimmermann
出版社(publisher):Gabler Verlag
大小(size):3 MB (3525000 bytes)
格式(extension):pdf
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A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.
Table of contents :
Front Matter ....Pages I-XIV
Introduction (Frederic Nimmermann)....Pages 1-12
Structure and Content of the Essays (Frederic Nimmermann)....Pages 13-28
Essays (Frederic Nimmermann)....Pages 29-167
General Discussion and Conclusion (Frederic Nimmermann)....Pages 169-186
Back Matter ....Pages 187-213

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