Consumer Ubiquity di Syagnik Banerjee edito da SPS
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Consumer Ubiquity

A Scale Measure for Identifying Mobile e-Shoppers

Editore:

SPS

EAN:

9783639700282

ISBN:

3639700287

Pagine:
156
Formato:
Paperback
Lingua:
Tedesco
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Descrizione Consumer Ubiquity

This document defines a measure of consumer ubiquity to help identify the anytime anywhere consumer. In the current technology diffused environment though devices have gone wireless, all consumers have not yet been unplugged from their comfort zones of consumption. As a result, some consumers take advantage of the wireless marketplace, whereas some others still access it from bounded contexts. Those who access markets anytime anywhere also express greater willingness to pay for mobile connectivity and are more inclined to respond to mobile advertising. This book documents the aspects of context which form the sources of mobile e-shopping resistance, demographic target profiles as well as potential outcomes of ubiquitous consumption behavior.

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