Maria Madlberger

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Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It(More)
Keywords: Impulse buying Electronic commerce Stimulus–organism–response model Environmental psychology Store atmosphere Online shopping Online consumer behavior Structural equation model a b s t r a c t This study extends a stimulus–organism–response (S–O–R) model to include impulse-buying behavior, which plays a vital role in electronic shopping but has(More)
In e-commerce a large variety of business models for selling goods online has emerged. But most known approaches are focused on e-commerce in general and do not reflect characteristics of e-tailing. The objective of this paper is the development of a research framework and an empirical evaluation in order to analyze e-tail business models on behalf of(More)