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Entgegengesetzte Gestaltungssätze von Mode-Onlineshops: Vergleich von Premium- und Fast-Fashion-Anbietern mit Hilfe der Eye-Tracking-Methode

Entgegengesetzte Gestaltungssätze von Mode-Onlineshops: Vergleich von Premium- und Fast-Fashion-Anbietern mit Hilfe der Eye-Tracking-Methode

          
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About the Book

Mindestens einmal pro Woche gehen die Deutschen online shoppen. Bei diesem Verhalten haben die deutschen Mode-Unternehmen im Onlinehandel einen Umsatz von ca. 20 Mrd. im Jahr 2013 erzielt. Das entspricht ein Drittel des Gesamtumsatzes im Bekleidungseinzelhandel und dieser Anteil ist weiter steigend. Das Verhalten der Konsumenten verhalf der Branche zur größten E-Commerce-Kategorie in Deutschland. In dieser Kategorie existieren Unmengen an Onlineshops und jeder möchte derjenige sein, in dem eingekauft wird. Jedoch werden laut Wirtschaftswoche in den nächsten fünf Jahren bis zu 90 Prozent dieser Mode-Onlineshops schließen. Keines der Modeunternehmen will seinen E-Commerce-Handel beenden und deswegen müssen neue Strategien her, um den Kunden zum Kauf zu bewegen. Der Konsument entscheidet unterschwellig in welchem Onlineshop er einkauft. Um in diesem Entscheidungsprozess einzugreifen, kann das Mode-Unternehmen u.a. die Gestaltung des Onlineshops hinsichtlich der Usability optimieren. In diesem Zusammenhang kommt auch zum Tragen, dass nicht immer das Warenangebot ein Erfolgsfaktor für einen Onlineshop darstellt. Genauso ist die Gestaltung ein Erfolgsgarant für einen Onlineshop. Der Besucher einer Website entscheidet innerhalb der ersten zehn Sekunden, ob er länger auf dieser verweilen möchte oder sie verlässt. Diese Entscheidung ergründet sich auf schlechten Erfahrungen in der Vergangenheit. Demzufolge wird der Faktor Zeit der Gestaltung des Onlineshops in Bezug gesetzt. Mit zunehmender Verweildauer steigt die Wahrscheinlichkeit eines längeren Aufenthaltes im Onlineshop. Wenn der Besucher 30 Sekunden bleibt, steigt auch die Wahrscheinlichkeit, dass er bis zu zwei Minuten und länger verbleibt.


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Product Details
  • ISBN-13: 9798635709344
  • Publisher: Independently Published
  • Publisher Imprint: Independently Published
  • Height: 229 mm
  • No of Pages: 90
  • Spine Width: 6 mm
  • Weight: 177 gr
  • ISBN-10: 8635709349
  • Publisher Date: 30 Jan 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Vergleich von Premium- und Fast-Fashion-Anbietern mit Hilfe der Eye-Tracking-Methode
  • Width: 152 mm


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Entgegengesetzte Gestaltungssätze von Mode-Onlineshops: Vergleich von Premium- und Fast-Fashion-Anbietern mit Hilfe der Eye-Tracking-Methode
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