Mobile In-Store Behavior: How Digital Content Enhances Salespersons' Persuasiveness

摘要

Customers use their mobile devices for a variety of reasons at the point of sale (e.g., compare prices, gather detailed product information, or search for product reviews; Daurer et al. 2015). The purpose of this research is to improve the knowledge of the value of mobile devices as a communication channel in contrast to personal communication. In other words, this research addresses the question of how the communication channel (mobile device vs. face-to-face) affects the persuasiveness of recommendations by both customers and salespersons in a brick-and-mortar environment.