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Was Onlinekäufer motiviert

Eine Untersuchung der Einkaufsmotive in Deutschlands größten Onlineshops (B2C)

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Zusammenfassung

Im hart umkämpften deutschen E-Commerce-Markt ist es für Onlinehändler überlebenswichtig zu verstehen, welche Maßnahmen dazu geeignet sind, aus Nicht-Käufern Käufer zu machen. Die vorliegende Studie untersucht die Einkaufsmotive und das Online-Kaufverhalten der Konsumenten in den wichtigsten deutschen E-Commerce-Betriebstypen (Marktplätze & Generalisten) und Branchen (Mode & Unterhaltungselektronik). Es wurden 17 deutsche Onlinehändler analysiert (dies entspricht ca. 70 % der deutschen Onlineumsätze).

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  1. Hochschule Niederrhein, Krefeld, Deutschland

    Silvia Zaharia

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  1. Silvia Zaharia
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Correspondence to Silvia Zaharia .

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    Zaharia, S. (2020). Was Onlinekäufer motiviert. In: Dialogmarketing Perspektiven 2019/2020. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29456-4_3

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    • DOI: https://doi.org/10.1007/978-3-658-29456-4_3

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    • Publisher Name: Springer Gabler, Wiesbaden

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