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Auswirkung der Digitalisierung auf die Veränderung des Kaufverhaltens mit Blick auf den stationären Handel: Eine Untersuchung

Auswirkung der Digitalisierung auf die Veränderung des Kaufverhaltens mit Blick auf den stationären Handel: Eine Untersuchung

          
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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule Dortmund, Sprache: Deutsch, Abstract: Die Bachelorarbeit untersucht die Einflüsse der Digitalisierung auf das Kaufverhalten der Konsumenten aus dem Blickwinkel des stationären Handels. Das Ziel der vorliegenden Arbeit besteht darin, mithilfe einer empirischen Untersuchung Handlungsempfehlungen für den stationären Handel abzuleiten. Es wird veranschaulicht, wie die Implementierung digitaler Technologien unterschiedliche Aspekte beeinflusst und welche Wechselwirkungen dadurch verursacht werden. So wird ebenfalls basierend auf der Literaturrecherche belegt, unter welchen Bedingungen ein Kauf für den Konsumenten infrage kommt und welche Einflüsse ihn bei einem Kauf im stationären Handel beeinflussen. Die Digitalisierung verändert in diesem Zusammenhang auch das Kaufverhalten von Konsumenten. Auch die aktuelle Corona-Pandemie beeinflusst das Kaufverhalten. Digitale Technologien in Bezug auf den Onlinehandel wie Omni-Channel-Systeme ermöglichen es dem stationären Händler, kanalübergreifende Aktionen durchzuführen, wodurch beispielsweise Produktinformationen und Preisvergleiche vor Ort über das Internet bestimmt werden können. Dabei ist nicht für jeden Händler geklärt, welche Form des Omni-Channels er verwenden soll. Die empirische Untersuchung umfasst eine Umfrage, in der das Konsumverhalten der Teilnehmer abgefragt wird. Hier zeigt sich deutlich welche der Einkaufsquellen der Konsument bevorzugt, aber auch zukünftige Trends und Ansprüche der Befragten an den stationären Handel. Die anschließenden Handlungsempfehlungen verdeutlichen, dass der stationäre Handel die Digitalisierung stärker mit einbeziehen muss, um weiterhin marktfähig zu bleiben und Optimierungsprozesse zu gestalten. Damit wird eine Grundlage für eine differenzierte und ganzheitliche Betrachtung des Kaufverhaltens im Kontext der Digitalisierung und des stationären Handels geschaff


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Product Details
  • ISBN-13: 9783346475510
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 94
  • Spine Width: 6 mm
  • Weight: 131 gr
  • ISBN-10: 3346475514
  • Publisher Date: 22 Jul 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Untersuchung
  • Width: 148 mm


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Auswirkung der Digitalisierung auf die Veränderung des Kaufverhaltens mit Blick auf den stationären Handel: Eine Untersuchung
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