Electronic Word-of-Mouth im E-Commerce. Kundenbewertungen und ihre Bedeutung für das Kaufverhalten
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Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Die Masterarbeit hat das Ziel, ein umfassendes Verständnis über die Bedeutung von Kundenbewertungen für das Kaufverhalten von Konsumenten zu schaffen. Die zentralen Forschungsfragen der Arbeit lauten demnach: Was sind die Chancen und Risiken von Kundenbewertungen für Online-Händler? Welche Faktoren haben einen Einfluss auf die Relevanz von Kundenbewertungen? Was im stationären Handel noch undenkbar ist, ist für den Online-Handel selbstverständlich: Verbraucher teilen ihre Erfahrungen mit Produkten oder Shops in der (digitalen) Öffentlichkeit, und zwar direkt beim Anbieter. Dabei haben Konsumenten heutzutage einen uneingeschränkten Zugriff auf elektronische Mundpropaganda. Kaum eine Kaufentscheidung wird mehr getroffen, ohne dass zuvor Informationen aus Bewertungen anderer Kunden zur Hilfe herangezogen werden. Vor allem Sicherheit und Vertrauen sind dabei für den Verbraucher im Zuge seiner Online-Kaufentscheidung essenziell. Die Schlüsselvariable für die Vertrauensbildung zwischen Anbieter und Nachfrager sind oftmals die Bewertungen anderer Kunden. Die hohe Relevanz von Kundenbewertungen spiegelt sich auch in der steigenden Anzahl veröffentlichter wissenschaftlicher Studien wider, die deren Auswirkungen unter verschiedenen Gesichtspunkten untersuchen. Laut einer Bitkom-Studie aus dem Jahr 2019 gibt mehr als jeder zweite Online-Shopper an, dass Kundenbewertungen beim Kauf eine wichtige Entscheidungshilfe darstellen. Tendenz steigend: Insbesondere bedingt durch den Ausbruch der COVID-19-Pandemie Anfang des Jahres 2020. Durch die damit verbundenen Einschränkungen des öffentlichen Lebens und der vorübergehenden Schlie ung des Einzelhandels haben sich Einkäufe zunehmend in den Online-Handel verlagert. Während der Online-Umsatz im Jahr 2019 noch bei 59,2 Milliarden Euro lag, ist er im Jah
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