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Ladders to m-commerce resistance: A qualitative means-end approach

Heinze, Jörg ; Thomann, Matthias ; Fischer, Peter


Although mobile commerce is predicted to be the next megatrend with steadily increasing buyer rates, some industries are struggling to adopt this trend and face strong consumer resistance. This particularly concerns complex, service based products such as insurance. The long sales tradition in this area, with a network of agents, brokers and bank advisors, has caused a perceived divergence ...


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