Drivers and Barriers of Consumer Behavior Regarding New Technologies and Digital Channels: Investigating the Phenomenon of Anthropomorphism and New ... Retailing and International Marketing)

Katja Wagner investigates consumer behavioral intention and interactions with new technologies and digital channels. Due to the fact that the development, spread and sale of these new technologies and digital channels will have a continuous growth and influence in the following years regarding business activities, it is important to take a deeper look in the areas of artificial intelligence and e-commerce. Not only business is affected from these new shifts, but it also impacts consumers’ attitudes, motivation, and practices. So, the evaluation of anthropomorphism and in general, the expectation and motivation of successful acceptance are under review and offer explanations for consumers intentional usage of new technologies. Therefore, six essays address specific phenomena in central subareas of new technologies and digital channels for a more profound understanding of consumers in digital environments.

Katja Wagner works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. Her research focuses on consumer behavior with new technologies and digital channels.