Patērētāju uzvedību ietekmējošie faktori P2P vietnē “Andele Mandele”: lietotāju radīta satura un pieredzes analīze

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RESEARCH PRODUCT

Patērētāju uzvedību ietekmējošie faktori P2P vietnē “Andele Mandele”: lietotāju radīta satura un pieredzes analīze

subject

“Andele Mandele”tiešsaistes iepirkšanās zīmola kopiena Plašsaziņas līdzekļi un komunikācija patērētāju uzvedība lietotāju radīts saturs

description

Maģistra darba mērķis ir noskaidrot, kā dažādi lietotāju radīta satura un pieredzes faktori ietekmē zīmola “Andele Mandele” tiešsaistes iepirkšanās vietnes lietotāju uzvedību un pirkuma lēmuma pieņemšanas procesu. Darba teorētiskā daļa ietver tīkla sabiedrības un to dalībnieku radīta satura, patērētāju uzvedību ietekmējošu faktoru un zīmola lomas komunikācijā aprakstu. Pētījuma kvalitatīvie rezultāti iegūti, veicot interviju ar zīmola izveidotāju Līvu Jaunozolu un fokusgrupas diskusiju ar vietnes lietotājām, savukārt kvantitatīvie – izmantojot aptauju. Pētījumā noskaidrota patērētāju motivācijas, vecuma un dzīvesveida ietekme uz vietnes izmantošanas, iepirkšanās un informācijas meklēšanas paradumiem, apskatīta savstarpējās uzticēšanās, zīmola kopienas un komunikācijas ietekme uz pirkuma lēmuma izdarīšanu. Noteikts, kuri no sludinājuma elementiem ir būtiskākie pircējam, kā patērētāju uzvedību ietekmē racionālas vai emocionālas dimensijas preces apraksti, kā arī noskaidrotas pārdevēju stratēģijas piesaistoša sludinājuma veidošanā.

year	journal	country	edition	language
2022-01-01

https://dspace.lu.lv/dspace/handle/7/60228

PEPhysical Sciences and Engineering
- PE2Fundamental Constituents of Matter
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LSLife Sciences
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  - LS3_17Theoretical modelling in cellular, developmental and regenerative biology
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SHSocial Sciences and Humanities
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