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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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2022-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/416142 |