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Diploma Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,7, University of Duisburg-Essen, language: English, abstract: "A profound shift in the economy is underway - the industrial age economy is rapidly giving way to the Internet age economy."1 Four years after the New Economy crash the Internet Economy is booming and hopes that mobile offers will further increase the speed.2 With the number of online sales for goods and services increasing every day3, online shopping - with sales growth rates outpacing traditional retailing purchases - has become one of the fastest growing forms of shopping4. The statement above explains the reason why the term Electronic Commerce has kept both business research and business practice as occupied as barely any other term, in the last years.5 Warren D. Raisch writes about this shift in the economy that "the global development and acceptance of the Internet as the new standard for communication and commerce provides us with a powerful new global Internet-based E-Business network (...)."6 Realizing that we live in a global marketplace with international trade7 additionally pushed by the Internet, companies face a stronger competition and the need to create more value for customers than their competitors. In this context, it is important for companies to realize that, through the Internet, there is a power shift to the customer. Furthermore, as customers will demand and tolerate only delightening buying experiences, it is a necessity to capture and analyze information about buying behavior in the 21st century business.8 When talking about E-Commerce, which is a part of Electronic Business (E-Business), describing the sale of goods and services via the Internet targeting a mass market9, the following two areas have to be differentiated: Business-to-Cus- tomer (B2C) E-Commerce, meaning the settlement of buying contracts between a commer
Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Nürtingen University, language: English, abstract: The study of consumer behavior is about much more than just people buying things. It is about the study of ‘why’ people buy things, about their needs and desires. Possessions influence the way people feel about themselves and on the other hand, people’s culture, lifestyle and social settings influence their purchasing decisions. “Culture is the lens through which people view products” (Solomon, 1999, p.495). Today, almost all major companies are marketing their products beyond their original homeland borders. The question is generally not whether to market a brand in other countries but rather how to do it (Schiffmann, 2003). The field of consumer behavior is young and dynamic. In order to understand why people buy certain products or services, marketers must understand the differences between the consumers of different cultures – „cross-cultural“ differences. Especially in times of globalization and internationalization it is very important to develop effective marketing strategies for foreign markets, to define consumption motives, goals and desires. Communication and advertising messages should then be adapted accordingly to the specific values of particular cultures. Sensitivity towards these cultural differences can provide sales- and profit opportunities (Schiffmann, 2003). However this sensitivity can only come from understanding the underlying dimensions of culture. The key for success and the challenges to face for companies in any business will be to constantly watch and adapt to the changing cultural values, changing consumption patterns and lifestyles. To write about the ”American” or “European” consumer might be challenging in some way, because the general theories about sociological or psychological influences on consumer behavior are common to all Western countries. On the other hand, the ways in which people live their consumption life can already vary greatly within one country only. Thus, one could assume that numerous larger differences exist between the citizens of different nations. “The United States is, without a doubt, the most important country to understand, yet it is the most misunderstood country in the world” (“Release of the Special Issue of the USA 2002”, 2002). Because of this, the risk of missing the American target is high. Vice versa, many Americans miss the target in operating effectively in foreign countries (Ting-Toomey, 1999). [...]
Master's Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, Hamburg School of Business Administration gGmbH, language: English, abstract: The goal of this study was to elaborate the differences between COVID-19 induced and a potentially restriction free consumer behavior in 2024 regarding a sustained change of online shopping and the usage of digital services. Two different scenarios were developed (I) asking participants about their behavior during the COVID-19 pandemic and (II) asking participants about their behavior in a pandemic and restriction free environment in 2024. In order to elaborate potential effects, a research model was derived based on a conceptual framework investigating the long-term adherence of behavioral changes combined with item relationships regarding the sustained usage of services. The data was derived through online questionnaires. Afterwards, the conducted data was operationalized and elaborated through multiple (M)ANOVA. The key findings were that the satisfaction levels for both online shopping as well as for the digital services significantly decreased in scenario II. According to the research model this allows the conclusion that a sustained usage is negatively affected. Therefore, the observed acceleration of online shopping could potentially slow down and return to average growth levels. The reduction of satisfaction levels was supported by a correlation reduction of the frequency of use and money spent items which confirmed the reduction of online shopping as well as the usage of digital services. For the retail and e-commerce industry the findings allow strategic implications to prepare for the post pandemic consumer behavior. Consumers will potentially carry their positive experiences with them and translate those into future expectations towards retail and e-commerce. To mention are that due to the decreased satisfaction levels the traditional stationary retail store remains relevant and therefore should be strategically emphasized within retailer’s channel strategy.
Master's Thesis from the year 2022 in the subject Business economics - Market research, grade: 1,3, University of applied sciences, Munich, language: English, abstract: The COVID-19 pandemic raised the demand for online food shopping in traditional Peru and Germany. This urged an in-depth examination since consumer attitudes in specific cultural contexts had received little attention. Thus, this research aims to ascertain the factors that significantly influence Germans' and Peruvians' intention to use online grocery shopping, as well as to identify significant differences between the two countries. Two particular research topics serve as the framework for this study, which are as follows: Are there significant differences in the usage of online grocery shopping between Germans and Peruvians during the COVID-19 pandemic? What factors significantly influence Germans and Peruvians' online grocery shopping usage during the COVID-19 pandemic? As indicated by both research questions, this study's primary emphasis is on online grocery shopping behavior during the COVID-19 pandemic that peaked one year ago, in the year 2020, yet has persisted worldwide. Therefore, this study focuses only on empirical data from the COVID-19 outbreak since online grocery shopping in both nations was not a significant event before the pandemic. Furthermore, there was no previous scientific research on online grocery shopping’s behavior in Peruvian literature, preventing comparison between the two countries. Given that the pandemic's breakout aided in the partial adoption of online grocery shopping in both nations, the researcher judged it appropriate to frame both research questions exclusively in terms of the COVID-19 pandemic to capture better the influence of the digital transition that was experienced in 2020.
/*****In today's world, online shopping is inseparable from people's lives. In the absence of academic papers on cross-cultural and consumer behaviour in the online context, this paper utilises Hofstede's cultural theory to describe and explain consumer behaviour in online shopping across Austria and China. The comparison reveals whether there are differences in the behavioural habits of consumers in the two countries regarding online shopping. To be applied quantitative analysis, this paper poses six hypothetical questions on the five dimensions of Hofstede. With questionnaires, 189 valid samplings were acquired from Austria and 189 from China, and the six hypotheses were compared mainly using the Mann-Whitney U test. The hypothesis of individualism versus collectivism was found not statistically significant, the other five were significant, but the hypothesis of masculinity did not agree with the Hofstede score results and was not accepted. The four hypotheses that were significant and accepted were power distance, uncertainty avoidance and long-term orientation. The results of these four hypotheses are consistent with Hofstede cultural theory, showing that Austrian consumers with small power distance scores are more willing to have the membership of online purchases. They have a high uncertainty avoidance culture which has a greater need for trust in websites. In contrast, in cultures with a long-term orientation, like China, consumers are more willing to experiment with innovation in online shopping. The empirical results provide up-to-date data across Austria and China on this topic and provide insights for local and international brands.
Master's Thesis from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 64.6, University of Lincoln (PG-Business School), course: MBA, language: English, abstract: In the last few decades, the internet has been a powerful tool. The advent of internet has removed major industry barriers and made shopping much more easily. The development of internet from last 5 years has significantly increased the web-users which are due high speed data transmission and other technology developments have created an advantage for the firms to promote themselves more significantly. In the current era of internet customers use internet for varied purpose and activities; searching information about products/ services, companies, product features and prices, availability of the product, selection of products, placing order and paying them online ensuring a smooth transmission of the complete process. According to the UCLA centre for communication policy, online shopping has become the third popular internet activity which further followed up by e-mails and web browsing. Many researches have indicated that the internet shopping particularly in B2C has risen and online shopping become more popular to many people. According to The Emerging Digital Economy Report, in some companies the weight of e-commerce sales is high (Dell computer reached $ 18million sales through internet). This advent of internet has made the marketers to realise that the consumer behaviour transformation is unavoidable and thus they have to change their marketing strategy.
The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students.
Addresses many of the issues created by the Internet and goes beyond the topic of advertising and the web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
Inhaltsangabe: Inhaltsverzeichnis:Inhaltsverzeichnis: CONTENTS Acknowledgment Contents Tables Figures 1Introduction 1.1Purpose of the Investigation 1.2Statement of the Problem/Background 1.3Research Objectives 1.4Methodology 1.5Assumptions 1.6Limitations 1.7Discussion of Terms 1.8Organization of the Investigation 1.9The Need for the Investigation 2Exploring the WWW User Buyer Behavior - a Summary of Previous Surveys 2.1GVU/Hermes 4th WWW User Survey 2.2CommerceNet/Nielsen Internet Demographics Survey 2.3Sociological Study by the University of Trier 3Empirical Analysis 3.1Goal of the Empirical Analysis 3.2Methodology 3.2.1Survey Design 3.2.1.1Research Design 3.2.1.2Data Sources 3.2.1.3Sampling Concept 3.2.2The Questionnaire 3.2.2.1Questionnaire Design 3.2.2.2First Subsection: General Characteristics of WWW Usage 3.2.2.3Second Subsection: Product Concern Issues 3.2.2.4Third Subsection: Classification Data/Demographics 3.2.3Technical Implementation 4Results and Discussion 4.1General Demographics and Web Usage 4.1.1Location 4.1.2Gender 4.1.3Age 4.1.4Marital Status 4.1.5Education 4.1.6Occupation 4.1.7Income 4.1.8Method of Access 4.1.9Time Spent on the Web 4.1.10Activities on the Web 4.1.11Sensitivity to rising costs 4.2Attitudes Toward Web Products and Services 4.2.1Preferred Products 4.2.2Moderately Preferred Products 4.2.3Moderately Unaccepted Products 4.2.4Unaccepted Products 4.3Attitudes Toward Purchasing Through the World Wide Web 4.3.1Experience with Web Purchases 4.3.2Satisfaction with Web Purchases 4.3.3Security 4.3.4Influence of Security Concerns 4.3.5Total Purchase Dollars 4.4Information Sought 4.4.1Attitude Toward Text Product Information 4.4.2Attitude Toward Graphic Product Information 4.5User Profile 5Summary, Conclusion and Recommendations for Further Study 5.1Summary and Conclusion 5.2Recommendations for Further Study Works Cited VERSICHERUNG APPENDIX Bei Interesse senden wir Ihnen gerne kostenlos und unverbindlich die Einleitung und einige Seiten der Studie als Textprobe zu. Bitte fordern Sie die Unterlagen unter [email protected], per Fax unter 040-655 99 222 oder telefonisch unter 040-655 99 20 an.