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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Autor principal:	Sunčana Piri Rajh
Format:	Artigo
Idioma:	Inglês
Publicat:	Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2022-01-01
Col·lecció:	Tržište
Matèries:	consumer decision-making styles Consumer Style Inventory (CSI) digital products cluster analysis
Accés en línia:	https://hrcak.srce.hr/file/416142
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