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

01-10-2014 | Schwerpunkt

Warum Smartphone-Nutzer nicht mobil einkaufen

Author: M.Sc. Stefanie Sohn

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

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Auszug

Bisher kaufen nur wenige Konsumenten über ihr Smartphone ein. Der Beitrag beleuchtet ausgewählte Ursachen für diese Zurückhaltung. Eine hierfür konzipierte Studie hebt zum einen die Vielseitigkeit der wahrgenommenen Risiken in diesem Kontext hervor. Zum anderen weisen die Ergebnisse auf den signifikanten Einfluss der Risikoperzeptionen für die kundenseitigen Nutzungsabsichten hin. …
previous article Mobile Revolution der Konsum- und Werbewelt
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Metadata
Title
Warum Smartphone-Nutzer nicht mobil einkaufen
Author
M.Sc. Stefanie Sohn
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/s11621-014-0401-8

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