Home > Society & social sciences > Psychology > Emotionen im Einkaufswagen? Eine empirische Studie zum Einfluss von Emotionen auf das Kaufverhalten im Textileinzelhandel
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Emotionen im Einkaufswagen? Eine empirische Studie zum Einfluss von Emotionen auf das Kaufverhalten im Textileinzelhandel

Emotionen im Einkaufswagen? Eine empirische Studie zum Einfluss von Emotionen auf das Kaufverhalten im Textileinzelhandel

          
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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich Psychologie - Sonstiges, Note: 1,0, Universität Koblenz-Landau (Psychologie), Sprache: Deutsch, Abstract: In diesem empirischen Forschungsprojekt wurde der Einfluss von Emotionen auf das Kaufverhalten von Kunden eines Textileinzelhandels untersucht. Die Probanden füllten hierzu Fragebögen zu zwei Messzeitpunkten selbstständig aus. Die erste Erhebung fand bei Betreten der Einkaufsstätte statt, die zweite nach dem Einkauf bei Verlassen des Modegeschäfts. In beiden Fragebögen wurde zu Vergleichszwecken nach der aktuellen Befindlichkeit und der Zufriedenheit mit der Einkaufsstätte gefragt. Im ersten Testteil sollten zudem Angaben zum Einkaufsvorhaben sowie einige soziodemographischer Art gemacht werden, während im zweiten Testteil der tatsächliche Einkauf beschrieben und Auskunft zu den Kaufmotiven gegeben werden sollte. Am Versuch nahmen 178 Probanden teil. In der statistischen Auswertung wurde der Einfluss von Emotionen auf das Kaufverhalten untersucht. Dabei wurden Kategorisierungsdimensionen sowohl in den Emotionen als auch innerhalb der Gruppe von Probanden und Probandinnen als Unterscheidungskriterien betrachtet. Unter anderem wurde getestet, ob positive/ negative Emotionen zu einem Mehrkauf/geringeren Einkauf führen oder ob bestimmte Emotionsgruppen das Kaufverhalten signifikant unterschiedlich beeinflussen. Die Kundengruppen differenzierten sich zum Beispiel durch das Alter, die Kaufmotive oder die Einkaufsbegleitung. Es wurde dabei beispielsweise vermutet, dass sich Kunden/Kundinnen in Begleitung von Freunden eher zu Spontankäufen hinreißen lassen als Kunden/Kundinnen ohne Begleitung oder in Begleitung von Familienangehörigen. Grundsätzlich konnte die Haupthypothese, dass Emotionen das Kaufverhalten beeinflussen, nicht bestätigt werden. Because emotions seem to be the drivers of all decisions in life, this bachelor's thesis wants to find out, what impact they have in economic decisions. Therefore it is divided


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Product Details
  • ISBN-13: 9783668492196
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 136 gr
  • ISBN-10: 3668492190
  • Publisher Date: 27 Jul 2017
  • Height: 210 mm
  • No of Pages: 96
  • Spine Width: 6 mm
  • Width: 148 mm


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Emotionen im Einkaufswagen? Eine empirische Studie zum Einfluss von Emotionen auf das Kaufverhalten im Textileinzelhandel
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Emotionen im Einkaufswagen? Eine empirische Studie zum Einfluss von Emotionen auf das Kaufverhalten im Textileinzelhandel
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