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Weitere Kapitel dieses Buchs durch Wischen aufrufen

2019 | OriginalPaper | Buchkapitel

14. Erfolgszusammenhänge beim Online-Shop

verfasst von : Dennis Ahrholdt, Goetz Greve, Gregor Hopf

Erschienen in: Online-Marketing-Intelligence

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Für Anbieter von Waren- und Dienstleistungen wird als wichtigster Schritt des Online-Marketings der Aufbau und die Pflege eines eigenen Online-Shops gesehen. Im nachfolgenden Kapitel erfolgt die praxisrelevante Aufbereitung von Ergebnissen und Erfolgszusammenhängen zum Thema Online-Shop, die vornehmlich in wissenschaftlicher Forschung diskutiert bzw. identifiziert wurden. Abgeleitet werden Management-Tipps als mögliche Ansatzpunkte für ein innovatives und effektiveres Online-Shop-Management, für einen etwaigen Vorteil – nicht nur im Wettbewerb mit allein ca. 625.000 Online-Shops im deutschsprachigen Raum.
Fußnoten
1
Der Online-Shop steht als Begriff für den elektronischen Verkauf von Waren und Dienstleistungen über digitale internetprotokollbasierte Netzwerke (Kollmann 2016). Verschiedene Erscheinungsformen sind möglich. In originärer Form wird ein Online-Shop unter eigenem Namen und eigener URL sowie der weitgehend selbständigen (System-)Umsetzung betrieben. Aber auch eine Einbettung in bzw. Nutzung von Online-Plattformen (bspw. Amazon oder eBay) ist möglich. Selbst transaktive Display-Werbung in Form kleiner Micro-Sites können rudimentäre Online-Shops simulieren. Der thematische Fokus liegt hier auf dem Online-Shop in originärer Form.
 
2
Utilitaristisch geprägt sind Konsumentscheidungen, die eher kognitiv, nützlichkeits- und funktional-produktattributsbezogen sind (Chitturi et al. 2008). Bei einer hedonisch geprägten Konsumentscheidung liegen eher emotionale Werte, die freude- und spaßstimulierend sind, im Vordergrund (Chitturi et al. 2008).
 
3
Die Messung latenter psychologischer Konstrukte, bspw. über sog. reflektive Messmodelle, soll aber dennoch für die nachfolgende Tabelle verwendet werden. Bei den Messmodellindikatoren handelt es sich zu einem großen Teil trotz reflektiver Messmodelle um konkrete Maßnahmen, die ein Online-Shop ergreifen kann. Fasst man die reflektiven Indikatoren, wie im Rahmen der Faktoranalyse postuliert, als austauschbare Messungen des latenten Konstrukts auf (Backhaus et al. 2018), ergeben sich zumindest indirekt Hinweise auf die Wirkrichtung der Maßnahmen auf andere Konstrukte im Wirkbeziehungsgeflecht. Dieses Vorgehen zur Filterung von erfolgsfördernden Signalen/Maßnahmen und die Aufnahme in die nachfolgende Tabelle ist allerdings nicht vollständig exakt. Bei einer Verwendung eines Signals in einem Faktoranalytischen Messmodell mit anderen Signalen erhält man nur Aussagen darüber, ob das gleichzeitige Verändern der Signale Auswirkungen auf andere Konstrukte im Wirkbeziehungsgeflecht hat – ob einzelne gestalterische Maßnahmen unabhängige Beiträge leisten, ist nicht eindeutig.
 
4
Der Online-Shop, dessen allgemeine Gestaltung am besten beurteilt wurde, zeichnete sich durch ein harmonisches Erscheinungsbild mit warmen, aufeinander abgestimmten Farbtönen (aus zwei Hauptfarben) aus. Die Seite hatte keine Werbung und wirkte nicht überfrachtet. Die Buttons und Navigationselemente hatten Reliefcharakter und wirken dadurch plastisch greifbar.
 
5
Die Sitzungen waren dabei nicht nur auf einen Online-Shop bezogen, sondern umfassten reales websiteübergreifendes Internet-Surfverhalten.
 
6
Es handelt sich um Bücher im ersten Experimentalansatz und um Schokolade in einem zweiten.
 
7
Der positive Effekt stieg allerdings nicht gleichförmig linear, sondern die Steigerung reduzierte sich mit steigendem, affektivem Inhaltsniveau.
 
8
Dieser negative Effekt war gleichförmig linear zu beobachten.
 
9
Die Rückgabegründe bezogen sich dabei auf Aspekte, die der Verkäufer nicht zu verantworten hatte (bspw. Nicht-Gefallen). Die Rücksendekosten wurden im Kontext der Studien immer vom Verkäufer übernommen, falls dieser verantwortlich für den Rücksendegrund war (bspw. wegen verspäteter Lieferung, Falschlieferung oder Produktmangel).
 
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Metadaten
Titel
Erfolgszusammenhänge beim Online-Shop
verfasst von
Dennis Ahrholdt
Goetz Greve
Gregor Hopf
Copyright-Jahr
2019
DOI
https://doi.org/10.1007/978-3-658-26562-5_14