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Consumer Decision-Making Styles in the Digital Product Category

Purpose – The aim of this paper is to explore consumer decision-making styles when buying digital products, and to identify different clusters of consumers based on their approaches in choosing digital products. The literature regarding consumer decision-making styles when purchasing digital product...

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Hoofdauteur: Sunčana Piri Rajh
Formaat: Artigo
Taal:Inglês
Gepubliceerd in: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2022-01-01
Reeks:Tržište
Onderwerpen:
consumer decision-making styles
Consumer Style Inventory (CSI)
digital products
cluster analysis
Online toegang:https://hrcak.srce.hr/file/416142
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