Congruency, Expectations and Consumer Behavior in Digital Environments

1. Auflage 2020
ISBN: 978-3-658-28420-6
Verlag: Springer

Buch, Englisch, 213 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 301 g

Reihe: Research

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.

About the Author:

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

Zielgruppe

Research

Autoren/Hrsg.

Nimmermann, Frederic

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Deeper Understanding of the Role of Mental Construal for Advertising Processing and Pictoral Product Presentations in Digital Environments.- Impact of Human-like Attributes on the Acceptance of Digital Voice Assistants.- More Profound Understanding of Complaint Management in the Eye of the Beholder in Online Environments.- Impact of Expectations on the Choice of eSports Event Consumption Form and Videogame Success.

Über Autor(innen)

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.