Essays on Congruence Theory in Marketing : Special Focus on Digital Products and Webstores

Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention. Contents Abbreviations List of Figures List of Tables 1 Introduction 1.1 Relevance and Focus 1.2 Theoretical Foundation 1.3 Research Gaps 2 Structure and Content of the Essays 2.1 Focus of the Essays 2.2 Drivers of Market Success for Mobile Apps 2.3 The Role of Colour Contrast and Predominant Primary Colour of Icons for Mobile Gaming Apps in Influencing Consumer Reactions 2.4 The Role of Visual Congruence for Brands in Influencing Consumer Behaviour 2.5 The Need for a Community: The Impact of Social Attributes on Video Game Success 2.6 Interaction in Social Live Streaming Services 2.7 Overview of Essays and Related Research Characteristics 3 Essays 3.1 Drivers of Market Success for Mobile Apps 3.1.1 Introduction 3.1.2 Conceptual Framework and Literature Review 3.1.3 Empirical Study: Method and Procedure 3.1.4 Results 3.1.5 Conclusion and Limitations 3.2 The Role of Colour Contrast and Predominant Primary Colour of Icons for Mobile Gaming Apps in Influencing Consumer Reactions 3.2.1 Introduction 3.2.2 Theoretical Background and Hypotheses Development 3.2.3 Empirical Study: Method and Procedure 3.2.4 Results 3.2.5 Discussion and Conclusion 3.3 The Role of Visual Congruence for Brands in Influencing Consumer Behaviour 3.3.1 Introduction 3.3.2 Theoretical Background and Hypotheses Development 3.3.3 Empirical Overview 3.3.4 Discussion 3.4 The Need for a Community: The Impact of Social Attributes on Video Game Success 3.4.1 Introduction 3.4.2 Conceptual Framework and Hypotheses Development 3.4.3 Method, Research Design and Sample 3.4.4 Results 3.4.5 Discussion and Conclusion 3.5 Interaction in Social Live Streaming Services 3.5.1 Introduction 3.5.2 Conceptual Model and Hypotheses Development 3.5.3 Study 1: Importance of Interaction Possibilities 3.5.4 Study 2 Influential Factors on Interaction Intentions 3.5.5 Discussion and Conclusion 4 General Conclusion 4.1 Core Results and Conclusion 4.2 Research and Theoretical Implications 4.3 Managerial Implications 4.4 Concluding Remarks References