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Einfluss der Digitalisierung auf das Suchverhalten der Kunden im Handel

Einfluss der Digitalisierung auf das Suchverhalten der Kunden im Handel

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich BWL - Handel und Distribution, Note: 1,3, Technische Hochschule Ingolstadt, Sprache: Deutsch, Abstract: Die Digitalisierung hat einen tiefgreifenden Einfluss auf alle Bereiche unseres Lebens, und der Handel bildet hierbei keine Ausnahme. Die Art und Weise, wie wir Produkte suchen und konsumieren, hat sich mit dem Einzug des Internets und der künstlichen Intelligenz stark verändert. Diese Veränderungen werfen wichtige Fragen auf: Wie suchen Kunden heutzutage nach Produkten im Internet? Und wie beeinflusst die Digitalisierung das Kundensuchverhalten im Handel? Diese wissenschaftliche Arbeit widmet sich genau diesen Fragen. Ihr Ziel ist es, das veränderte Suchverhalten der Kunden im Zuge der Digitalisierung im Handel zu untersuchen und zu verstehen. Dabei wird ein Modell entwickelt, das das Kundensuchverhalten sowie die Einflussfaktoren, die dieses Verhalten beeinflussen, beschreibt. Um diese Forschungsfragen zu beantworten, wurden verschiedene Methoden angewendet. Eine Online-Befragung richtete sich an Digital Natives und deren Suche nach Büchern im Internet. Zusätzlich wurde eine Verhaltensanalyse durchgeführt, die mithilfe eines Tracking Panels die Suchaktivitäten der Befragten analysierte. Die Ergebnisse der Befragung zeigten deutlich, dass das Design von Suchmaschinen und Webseiten einen erheblichen Einfluss auf die Wahrnehmung und den Suchprozess der Kunden hat. Basierend auf diesen Erkenntnissen ist es ratsam, das Augenmerk auf die Benutzerfreundlichkeit von Webseiten und die einfache Auffindbarkeit von Inhalten zu legen. Diese Arbeit gliedert sich in mehrere Abschnitte. Nach der Einleitung folgt eine Definition zentraler Begriffe. Im anschließenden Kapitel wird ein theoretischer Bezugsrahmen entwickelt, der das Kundensuchverhalten vor und nach der Digitalisierung beleuchtet. Hierbei werden auch relevante Modelle wie das Consumer Retail Search Process Modell und das Bernardo Consumer Search Process Modell disku


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Product Details
  • ISBN-13: 9783963562877
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 66
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3963562870
  • Publisher Date: 25 Feb 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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