店内沟通:了解平凡，光明的一面，和意想不到的

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2023-08-04 DOI:10.1177/14413582231189896

Anne L. Roggeveen, Elisa B. Schweiger, Dhruv Grewal

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引用次数: 1

摘要

这项研究考察了零售商如何在实体环境中向目标客户传达信息并促进购买决策。为了建立一个清晰的物理环境中沟通的组织框架，本文探讨了零售商如何以及为什么与客户沟通。具体而言，作者从信息是静态还是动态的角度来解决“如何”问题，并根据交流是鼓舞人心的还是信息丰富的角度来回答“为什么”问题。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected

This research examines how retailers convey messages to target customers and facilitate purchase decisions in physical settings. To establish a clear organizing framework for communications in physical settings, the current article examines both how and why retailers communicate with customers. Specifically, the authors address “how” questions from the perspective of whether messages are static or dynamic and “why” questions according to whether the communication is inspirational or informative.

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.