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Die Bedeutung Der Emotionen Beim Besuch Von Online-Shops: Messung, Determinanten Und Wirkungen

Die Bedeutung Der Emotionen Beim Besuch Von Online-Shops: Messung, Determinanten Und Wirkungen

          
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About the Book

Geleitwort Das Kauferleben ist ein wichtiger Erfolgsfaktor im Handel und in der Industrie, sofern diese über eigene Läden vertreiben. Deshalb befasst sich die Marketingforschung schon seit geraumer Zeit mit dem Kauferleben, vor allem mit dem Kauferleben der Konsumenten. So gibt es Studien zur Ladenatmosphäre, zur Stimmung beim Einkauf und zum Kauferleben. Dabei sind jedoch die Emotionen viel zu kurz gekommen. Dies gilt für die stationären Geschäfte, und erst recht für die Online-Shops. Um diese Lücke zu schließen befasst sich die Arbeit von Herrn Dr. Mau mit den Emotionen beim Besuch von Online-Shops. Mit der vorgelegten Schrift leistet der Verfasser einen wertvollen Beitrag zur Erfassung, zur Erklärung und Prognose kaufbegleitender Emotionen, auch zur Abschätzung ihrer Folgen. Hervorgehoben seien folgende Schwerpunkte: Erstens die Entwicklung eines Messinst- ments mit hohem diagnostischen Wert, das sich sowohl bei Besuchern des stationären Handels als auch bei Besuchern von Online-Shops einsetzen lässt und den bislang entwickelten Instrumenten in vielerlei Hinsicht überlegen ist. Zweitens die Entwicklung einer Theorie der Einkaufsemotionen im Lichte des derzeitigen Forschungsstandes, die auf Ursachen und auf Wirkungen kaufbegleitender Emotionen eingeht und differenziert formuliert ist und umsichtig begründet wird. Drittens die gezielte Überprüfung zentraler Hypothesen in einem gut konzipierten, sorgsam vorbereiteten Experiment, das nicht nur auf die interne Validität, sondern auch auf die externe Validität achtet und somit viele Anhaltspunkte für die Weiterentwicklung der Theorie der kaufbegleitenden Emotionen liefert. Und viertens die sachgerechte Auswertung und Interpretation der Befunde, auch die Beurteilung ihrer Aussagekraft im Lichte der Theorie und bezüglich der Limitationen der durchgeführten Studie.


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Product Details
  • ISBN-13: 9783834916839
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 230
  • Series Title: Interaktives Marketing
  • Sub Title: Messung, Determinanten Und Wirkungen
  • Width: 148 mm
  • ISBN-10: 3834916838
  • Publisher Date: 28 Jul 2009
  • Edition: 2009 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 13 mm
  • Weight: 304 gr


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Die Bedeutung Der Emotionen Beim Besuch Von Online-Shops: Messung, Determinanten Und Wirkungen
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