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Konsumentenverhalten im Internet by Kuttnig, Christina

Konsumentenverhalten im Internet

by Christina Kuttnig
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Book cover type: Paperback
  • ISBN13: 9783640117338
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 56
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2000 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Alpen-Adria-Universität Klagenfurt, Veranstaltung: Literaturseminar: Herausforderung des Internet für das Marketing, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, eine Bestandsaufnahme des Konsumentenverhaltens in Bezug auf das Internet-Shopping zu liefern. Es sollen weniger Begründungen geliefert werden, warum sich Konsumenten entsprechend der Studienergebnisse verhalten, sondern aufgezeigt werden, wie sie sich verhalten. Da Studien oft eine verzerrte Wahrheit bringen, soll dies durch die Verwendung einer Vielzahl von Studien möglichst ausgeglichen werden. Der Schwerpunkt liegt dabei auf dem europäischen Markt. Es sollen aber auch Vergleiche zum amerikanischen Markt gezogen werden, um so Unterschiede aufzuzeigen. Zum Teil war es für die Autorinnen nur möglich Daten über dem amerikanischen Markt zu erhalten. Der Aufbau der Arbeit gestaltet sich folgenderma en. Zuerst wollen die Autorinnen darauf hinweisen, da es zu Veränderungen generell im Verhalten der Konsumenten gekommen ist. Diese Veränderungen sind z.T. durch das Internet verursacht bzw. verstärkt worden und zum anderen Teil sind sie eine Chance für den kommerziellen Erfolg des Internet. Im dritten Kapitel wollen wir mittels verschiedener Studien zeigen, wer das Internet nutzt, warum das Internet genutzt wird und wie das Nutzungsverhalten im Internet ist. Dieses Kapitel geht auf das Internet im allgemeinen ein. Mit dem nächsten Kapitel, der Präsentation des Flow-Konzeptes, soll eine theoretische Überleitung zum Online-Shopping geschaffen werden. Im fünften Kapitel dann wird genauer auf das Online-Shopping eingegangen werden. Es soll präsentiert werden, welche Produkte der Nutzer online kauft und wie häufig und lang online gekauft wird. Ebenfalls in diesem Kapitel abgehandelt wird, inwiefern der Markt in Europa für e-commerce bereit ist - dies insbesondere aus einem zukünftigen Blickwinkel - sowoh

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