Empirical approach and conceptual models

  • Wolfgang ZinielEmail author


This chapter provides an overview of the empirical procedure. Initially, attention is drawn to applicability matters as well as to the advantages and disadvantages of online experiments. Afterwards a thorough insight is given into the designs of the two online experiments that are carried out in line with this dissertation.


Purchase Intention Online Experiment Affect Consumer Behaviour Purchase Risk Fictitious Product 
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.ViennaAustria

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