Path to purpose? : how online customer journeys differ for hedonic versus utilitarian purchases
Year of publication: |
2020
|
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Authors: | Li, Jingjing ; Abbasi, Ahmed ; Cheema, Amar ; Abraham, Linda B. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 84.2020, 4, p. 127-146
|
Subject: | customer journey | hedonic and utilitarian products | information sources | path to purchase | touchpoint management | Konsumentenverhalten | Consumer behaviour | Hedonischer Preisindex | Hedonic price index | Utilitarismus | Utilitarianism | Online-Handel | Online retailing |
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