Preisdifferenzierung im Omni Channel-Handel | Barnes & Noble®

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Overview

Mona Eckl untersucht die Kanalpräferenz von Omni Channel-Konsumenten und die Akzeptanz kanalbasierter Preisdifferenzen im Omni Channel-Handelskontext. Die Autorin analysiert den Einfluss unterschiedlicher Kosten- und Nutzenfaktoren auf die Offline-, Online- und Mobile-Kanalpräferenz in der Kaufphase und entwickelt auf Basis dessen eine Strategie zur wertbasierten Kommunikation unterschiedlicher Preise in den Kanälen eines Omni Channel-Händlers. Anschließend erforscht sie, wie Konsumenten au...

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