Essays on congruence theory in marketing : Special focus on digital products and webstores / Robér Rollin
Publication year: 2022
ISBN: 978-3-658-39364-9
Internet Resource: Please Login to download book
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences.
Subject: Business, Marketing, Business and Economics, Media, Marketing, Innovation, Consumer behavior, Digital Products
