Digital Transformation in Retail: A Comprehensive Analysis of Technology Acceptance and Consumer Behavior (Handel und Internationales Marketing Retailing and International Marketing)
Digital transformation is reshaping retail and the way consumers engage with technology. This book provides a focused analysis of technology acceptance and consumer behavior, placing these issues within the broader fields of retailing and international marketing for students, researchers, and business professionals.
About This Book
This book examines digital transformation in the retail sector and its implications for contemporary retailing.
It focuses on technology acceptance and the ways consumers respond to digital developments in retail environments.
The work connects these topics with international marketing, offering a business-oriented perspective on technology, markets, and consumer behavior.
It is suited to readers interested in retail management, marketing, digital business, and the changing relationship between technology and consumers.
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