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Marketing Review St. Gallen
Published in: Marketing Review St. Gallen 5/2014

01-10-2014 | Spektrum

Der Preis der Freundschaft — Soziale Interaktion in Produktkonfiguratoren

Author: Lucas Beck

Published in: Marketing Review St. Gallen | Issue 5/2014

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Zur Unterstützung der Präferenzbildung wird den Konsumenten in Online-Produktkonfiguratoren die Möglichkeit der sozialen Interaktion geboten. Der Beitrag zeigt anhand realer Konfigurationsdaten, dass dieser soziale Austausch einen Einfluss auf den Endpreis der Konfigurationen hat und damit für Unternehmen einen idealen Ansatzpunkt zur Umsatzsteigerung darstellt. …
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Metadata
Title
Der Preis der Freundschaft — Soziale Interaktion in Produktkonfiguratoren
Author
Lucas Beck
Publication date
01-10-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 5/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0406-3

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