Desirable and undesirable effects of product presentation tools on online and offline behavior

vorgelegt von Nadine Ahrend, M.Sc.

Online retailing is lacking the opportunity to touch and try tangible products before purchase. Thus, a complete judgement of the main product characteristics is not possible and customers’ uncertainty increases. In case that the ordered products do not fulfill the expectations, consumers return the products. Product returns are highly problematic for retailers as they lead to additional costs which reduce their profitability. Thus, for the last years many retailers have been investing in product presentation tools (PPTs; e.g., product configurators) in their online shops. However, whether ...

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Year of publication:	2019
Authors:	Ahrend, Nadine
Other Persons:	Toporowski, Waldemar (degree supervisor) ; Hammerschmidt, Maik (degree supervisor) ; Dannewald, Till (degree supervisor)
Publisher:	Göttingen
Subject:	Einzelhandel \| Retail trade \| Stationärer Handel \| Stationary trade \| Online-Handel \| Online retailing \| Produktinformation \| Product information \| Konsumentenverhalten \| Consumer behaviour
Description of contents:	Description [hdl.handle.net]