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Online-Informationsverhalten Von Business-To-Business-Käufern by Maximilian Lüders

Online-Informationsverhalten Von Business-To-Business-Käufern

by Maximilian Lüders
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Book cover type: Paperback
  • ISBN13: 9783658296544
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 223
  • Original Price: EUR 65.41
  • Language: German
  • Edition: 1. Aufl. 2020
  • Item Weight: 295 grams
  • BISAC Subject(s): Marketing / General

Maximilian Lüders widmet sich dem Online-Informationsverhalten von Business-to-Business-Käufern. Die Erforschung organisationalen Kaufverhaltens ist Ende der 1990er Jahre zum Erliegen gekommen. Während praxisorientierte Veröffentlichungen unterstellen, dass das Internet einen gro en Einfluss auf organisationales Informations- und Kaufverhalten hat, schweigt die wissenschaftliche Literatur hierzu weitestgehend. Der Autor ergründet in zwei empirischen Studien das (Online-)Informationsverhalten von B2B-Käufern. Erstens wird erforscht, wann und wie sich organisationale Käufer online informieren und wie sich digitale Informationsquellen in bestehende Erkenntnisse im Feld einordnen. Zweitens wird geklärt, ob sich unterschiedliche Arten von Online- Informationsverhalten aus Beobachtungsdaten von B2B-Websites identifizieren lassen.

Maximilian Lüders promovierte in der Forschungsgruppe Marketing & Vertrieb von Prof. Dr. Martin Klarmann am Karlsruher Institut für Technologie.

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