Material Love in the Digital Age – Comparing Perceived Consumer Value of Digital versus Physical Products
2017
Extant research supports that consumers prefer digital and physical books for different reasons and purposes; thus, a reexamination of customer value conceptualizations is warranted. Conducting focus groups sub-divided into generational cohorts, we find that physical and digital books represent different product categories, providing distinctly different value, and supporting a service marketing approach in the digital realm.
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