Congruency, Expectations and Consumer Behavior in Digital Environments
Congruency, Expectations and Consumer Behavior in Digital Environments
- Springer Gabler, 2020
- xiv, 213 p. 21 cm.
Includes bibliographical references. TOC:-- 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--
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.
9783658284206
HF COMMERCE
Consumer expectations
Consumer behavior
Digital environment
Advertising
Includes bibliographical references. TOC:-- 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--
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.
9783658284206
HF COMMERCE
Consumer expectations
Consumer behavior
Digital environment
Advertising
