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Titel
Mapping the digital consumer decision journey / von Martina Schwab und Lisa Wachter
VerfasserSchwab, Martina ; Wachter, Lisa
Begutachter / BegutachterinnenWegerer, Philipp K.
Betreuer / BetreuerinnenSchroll, Roland
ErschienenInnsbruck, März 2018
UmfangVIII, 128 Blätter : Illustrationen
HochschulschriftUniversität Innsbruck, Diplomarbeit, 2018
Datum der AbgabeMärz 2018
SpracheEnglisch
DokumenttypDiplomarbeit
Schlagwörter (DE)Online Kaufverhalten / Entscheidungsfindung
Schlagwörter (EN)Digital Consumer Decision Journey / Consumer Decision-Making / Online Shopping Behaviour
Schlagwörter (GND)Electronic Shopping / Kaufverhalten / Entscheidungsfindung
URNurn:nbn:at:at-ubi:1-13898 Persistent Identifier (URN)
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Mapping the digital consumer decision journey [2.3 mb]
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Zusammenfassung (Englisch)

The complex process of a modern consumers purchase journey in the digital world is influenced by uncountable interactions (Court et al. 2009). Especially decision-making - in a world with instant and mobile access to unfiltered information - is more complex than ever before. Marketers try to keep up with consumers modernized shopping behaviour and in order to do so, they need to gain insights of what their customers are up to before, while and after purchasing. This thesis elaborates on the digital consumer decision journey and the identification of various touch points in order to map a new and purely online consumer decision journey. Previously developed consumer behaviour models are reviewed and used as a basis for a modernised model. Insights in consumers behaviour were gained by conducting a study which consisted of the recording of a screencast during the information search process online as well as a questionnaire. Additionally, follow-up interviews were administered in order to receive explanations for certain behaviour patterns during the online research process. The study confirmed the inter-relation and non-linear approach of the individual phases of the new consumer decision journey. Furthermore, the significant influence of search engines as well as online opinion leaders, in form of comparison websites and retailer websites, were emphasised. Hence, it is essential for marketers to create a digital omnipresence for their brands in order to be included in a consumers consideration set.

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