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Published in: Marketing Review St. Gallen 3/2015

01-06-2015 | Schwerpunkt

Die Nutzung mobiler Shopping Apps im Kaufprozess

Authors: Prof. Dr. Thomas Rudolph, Dr. Liane Nagengast, Mag. Melanie Bassett, David Bouteiller

Published in: Marketing Review St. Gallen | Issue 3/2015

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Aufgrund der Verbreitung von Smartphones und des mobilen Internets haben zahlreiche Handelsunternehmen Shopping Apps implementiert. Mithilfe einer Befragung wird gezeigt, dass Konsumenten Shopping Apps vor allem in Kaufphasen, die zeitlich nah beim eigentlichen Kaufereignis liegen, nutzen. Shopping Apps stiften vor allem einen utilitaristischen Nutzen und vereinfachen den Einkaufsprozess für Konsumenten. …
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Metadata
Title
Die Nutzung mobiler Shopping Apps im Kaufprozess
Authors
Prof. Dr. Thomas Rudolph
Dr. Liane Nagengast
Mag. Melanie Bassett
David Bouteiller
Publication date
01-06-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 3/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0529-1