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Das Kaufverhalten von Konsumenten in Deutschland während des "Black Fridays" und des "Cyber Mondays" by Tedla, Shalom

Das Kaufverhalten von Konsumenten in Deutschland während des "Black Fridays" und des "Cyber Mondays"

by Shalom Tedla
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Book cover type: Paperback
  • ISBN13: 9783346741523
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 64
  • Original Price: USD 39.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 96 grams
  • BISAC Subject(s): Applied Psychology

Bachelorarbeit aus dem Jahr 2022 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,7, Hochschule Fresenius; Hamburg, Sprache: Deutsch, Abstract: Im Zuge der steigenden Relevanz der speziellen Verkaufstage "Black Friday" und "Cyber Monday" und der unzureichenden Studienlage in Deutschland bezüglich des Verständnisses des Kaufverhaltens während des "Black Friday" und "Cyber Monday", wird im Rahmen dieser Bachelorarbeit eine umfassende Feldstudie ausgeführt. Im Zentrum dieser Arbeit stehen die Kaufmotive. Es herrscht ein allgemeiner Konsens, dass motivbasierte Kräfte in der Erklärung des Kaufverhaltens eine essenzielle Rolle einnehmen. Im Rahmen der Arbeit wird die folgende Forschungsfrage behandelt: Inwiefern beeinflusst der "Cyber Monday" und der "Black Friday" das Kaufverhalten der Konsumenten in Deutschland, hinsichtlich ihrer Kaufmotive und existiert ein signifikanter Unterschied innerhalb der Stärke der Kaufmotive im Allgemeinen, verglichen mit den Kaufmotiven am "Black Friday" und "Cyber Monday". Das unterstützende Studiendesign zur Beantwortung der Forschungsfrage verfolgt quantitative und quasi-experimentelle Studienansätze. Dazu werden mittels eines Fragebogens N=103 Personen befragt. Aus der Aufbereitung des theoretischen Forschungsstands können sieben gerichtete Hypothesen abgeleitet werden, wovon drei abzulehnen und vier anzunehmen sind. Basierend auf den Ergebnissen kann die Forschungsfrage nicht vollkommen hinreichend beantwortet werden, weswegen der Bedarf für weitere Forschung besteht. Diese Studie dient als Grundlage für den weiteren Forschungsstrang.

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