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New Channels for Old Businesses: Examining the Drivers and Obstacles of Mobile Commerce Adoption for Complex Products

URN to cite this document:
urn:nbn:de:bvb:355-epub-349634
DOI to cite this document:
10.5283/epub.34963
Heinze, Jörg
Date of publication of this fulltext: 19 Dec 2016 15:24


Abstract (English)

Although revenues in mobile retail are continuously growing, mobile commerce for complex products such as insurance lags far behind. A basic reason is consumers’ perceived misfit of product and channel characteristics. However, scholars and practitioners have only vague ideas of the causes for this misfit. This prevents the development of adequate means to overcome consumer resistance. The ...

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Translation of the abstract (German)

Während die Umsätze im mobilen Einzelhandel stetig wachsen, liegt der mobile Handel für komplexe Produkte wie Versicherungen weit zurück. Ein entscheidender Grund dafür ist die vom Konsumenten wahrgenommene Ungeeignetheit der Produkt- und Kanal Eigenschaften. Allerdings haben Gelehrte und Praktiker nur vage Vorstellungen von den Ursachen für diese Ungeeignetheit. Dies verhindert die Entwicklung ...

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