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2024 | OriginalPaper | Buchkapitel

Konsumentenverhalten im Mehrkanalhandel

verfasst von : Erik Maier

Erschienen in: Angewandte Psychologie für die Wirtschaft

Verlag: Springer Berlin Heidelberg

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Zusammenfassung

Die Bedeutung des privaten Onlinehandels hat stark zugenommen. Aber wie verhalten sich Konsumenten in einem System mit mehreren Verkaufskanälen? Der folgende Beitrag untersucht Konsumentenverhalten im Mehrkanalhandel. Unter dem Schlagwort „Omnichanneling“ können Händler das Nullsummenspiel der Verkaufskanalgegensätze in eine „Win-Win“-Situation umwandeln. Dies basiert auf den unterschiedlichen Bedürfnissen der Konsumenten in den Phasen des Kaufprozesses. Dadurch entsteht eine Komplementarität der Verkaufskanäle – die je nach Kundensegmenten, Produkttypen und Einkaufssituationen unterschiedlich stark ausgeprägt ist.

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Titel: Konsumentenverhalten im Mehrkanalhandel
verfasst von: Erik Maier
Verlag: Springer Berlin Heidelberg
Buch: Angewandte Psychologie für die Wirtschaft
Print ISBN: 978-3-662-68558-7

Electronic ISBN: 978-3-662-68559-4

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-662-68559-4_11