• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction
【24h】

Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction

机译：使用普遍存在的技术与消费者连接：预测消费反应的新模型

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Firms increasingly use ubiquitous technology in marketing to interact with consumers, locate and identify them, push promotions, and gather detailed purchasing data. This increased connectivity through ubiquitous technology creates a new bond between consumers and firms. Although most consumers willingly accept this connection, some perceive it as unwanted proximity, qualify it as intrusive, and consequently refuse to engage with firms. This research is intended to support firms that are interested in implementing ubiquitous technology in their marketing activities. We propose a new consumer response model, confirm a good fit with the data, and its stability in the presence of socio-demographic moderators using structural equations and multi-group analyses. This model is a tool that accurately captures the optimal settings of ubiquitous technology use and enables firms to efficiently predict consumer reactions to this technology, handily design implementation, and provide an improved customer experience.
机译：公司越来越多地利用普遍存在的营销技术与消费者互动，找到和识别它们，推动促销，并收集详细的购买数据。这种通过普遍存在的技术的连接增加了创造了消费者和公司之间的新债券。虽然大多数消费者心甘情愿地接受这一联系，但有些人认为它是不必要的邻近，符合侵入性的资格，因此拒绝与公司互动。本研究旨在支持有兴趣在其营销活动中实施无处不在的技术的公司。我们提出了一种新的消费者响应模型，确认良好的数据，以及使用结构方程和多组分析的社会人口统计主持人存在的稳定性。该模型是一种准确地捕获普遍存在技术的最佳设置的工具，使公司能够有效地预测对该技术的消费者反应，并提供改善的客户体验。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号