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移动购物革命:重新定义消费者决策过程

商务新秀。 1月1,2018

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消费者对移动设备的使用以及零售商的相应响应正在迅速改变零售环境。 在过去,零售商主要关注消费者决策过程的结果(购买或不购买),但现在移动技术使零售商有机会更积极地影响整个消费者决策过程。 消费者越来越多地使用移动设备使得购物成为连续而非离散的活动,这要求零售商在决策过程的关键接触点与客户互动,以便提供更加以客户为中心的体验。 这种从决策结果到决策过程的关注变化意味着零售业的重要范式转变。 经过对文献的广泛审查,我们确定了构成移动购物革命基础的四大支柱,并代表了零售商在决策过程中与消费者互动的基本方式和方法。 我们还讨论了支柱可以使零售商在移动购物时代实现可持续竞争优势的不同领域。

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