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Empfehlungen im Kaufentscheidungsprozess: Offline versus Online by Meier, Simone

Empfehlungen im Kaufentscheidungsprozess: Offline versus Online

by Simone Meier
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Book cover type: Paperback
  • ISBN13: 9783842873346
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 72
  • Original Price: USD 39.9
  • Language: German
  • Edition: N/A
  • Item Weight: 141 grams
  • BISAC Subject(s): General

Das Ziel der vorliegenden Studie ist es zum besseren Verständnis der Relevanz von Empfehlungen in Form von Informations- und Entscheidungshilfen im Offline- und Online-Handel beizutragen. Die ansteigende Zahl an E-Commerce Anbietern im Internet steigert das Wachstum an vorhandenen Produktangeboten. Dadurch muss sich der Kunde mit einer wachsenden Masse an Informationen auseinandersetzen um Kaufentscheidungen zu treffen. Zur Unterstützung und Beeinflussung des Kunden während des Selektionsprozesses, setzen viele Online-Shop Anbieter auf elektronische Entscheidungshilfen. Diese dienen als neue Form produktbezogener Verbraucherinformation. Der wohl bekannteste und erfolgreichste Anbieter solcher Funktionen ist Amazon. Montana /López/ De La Rosa deckten insgesamt 37 verschiedene Arten von Empfehlungssystemen auf, die im Online-Handel eingesetzt werden. Allein 18 davon sind auf der Webseite von Amazon zu finden. Im physischen Buchhandel muss der Kunde bisher noch selbst aktiv werden um an für ihn relevante Informationen eines Buches zu gelangen. Hier hat es sich noch nicht etabliert, dem Kunden Empfehlungsfunktionalitäten zur Verfügung zu stellen, wie dies online der Fall ist. Durch die begrenzte Ladenfläche sind die Sortimente kleiner und für den Kunden leichter zu überblicken. Trotzdem ist der Einsatz von Empfehlungsfunktionalitäten im stationären Handel Gegenstand mehrerer Forschungsarbeiten. Viele Anbieter weiten ihr Geschäft auf den Vertrieb im Internet aus. Dabei wissen nicht alle Online-Shops mit der Implementierung von Empfehlungssystemen umzugehen um ihre Kunden über den Kaufentscheidungsprozess hinweg sinnvoll zu unterstützen. Dem Kunden werden auf diese Art und Weise Produktinformationen nicht dort bereit gestellt, wo sie benötigt werden. Am Online-Auftritt des gro en deutschen Buchhandels Hugendubel kann verdeutlicht werden, dass dem Kunden zwar Produktinformationen zur Verfügung gestellt werden, er aber auf keine Empfehlungssysteme zurückgreifen kann. In di

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