Search results for "kuluttajakäyttäytyminen"
showing 10 items of 113 documents
Elektroninen suosittelumarkkinointi blogeissa : viestijän ja viestin sisällön vaikutukset eWOM-viestinnän uskottavuuteen ja kuluttajakäyttäytymiseen
2015
Blogien lukeminen ja sen myötä markkinointi blogeissa on lisääntynyt viime vuosina merkittävästi. Blogit tarjoavat mahdollisuuden jakaa reaaliajassa multimediasisältöjä tuhansille blogin aiheesta kiinnostuneille lukijoille. Bloggaajista on tullut tunnettuja henkilöitä, joiden mielipiteitä arvostetaan ja seurataan. eWOM-viestintä koetaan myös massamainontaa uskottavammaksi. Tämän tutkielman päätavoitteena oli tutustua paremmin blogeihin mark-kinointiviestinnän alustana. Tutkimuksen teoriaosuudessa pääpaino on elektronisessa word-of-mouth –viestinnän markkinointikäytössä ja uskottavuudessa. Lisäksi teoriaosuutta täydentävät markkinoinnin ja verkkoarvioiden kirjallisuus. Blogien suosittelupost…
Kansalaisten kulutuskäyttäytymisen muutokset digitalisoituvassa yhteiskunnassa
2018
Sosiaalinen media ja sosiaalinen tausta teini-ikäisten nuorten kulutusasenteiden selittäjinä
2020
Tässä artikkelissa tarkastelemme sosiaalisen median vaikuttajien seuraamisen, kaveripaineen ja sosiodemografisten muuttujien yhteyttä nuorten kulutusasenteisiin. Tutkimus pohjautuu kuluttajaksi sosiaalistumisen teorioihin sosiaalisen taustan ja muuttuvan mediavaikuttamisen kontekstissa. Tutkimusaineistona käytetään 800:lle 15-19-vuotiaalle nuorelle tehtyä kyselytutkimusta. Aineisto on analysoitu rakenneyhtälömallinnuksella. Tutkimustulosten mukaan sosiaalisen median vaikuttajien seuraamisella oli vahva yhteys materialistisiin kulutusasenteisiin, mutta ei säästäväisyyteen eikä vastuullisuuteen. Myös kaveripaine kulutuksessa oli yhteydessä materialismiin, Kuitenkin vähemmistö nuorista oli ase…
Kuluttajakäyttäytymisen muutos tietoyhteiskunnassa ja sen vaikutus pikalainojen kysyntään
2008
The Effects of Consumer Demographics and Payment Method Preference on Product Return Frequency and Reasons in Online Shopping
2021
In online shopping, product returns are very common. In order to reduce them, one must first understand who are making them and why are they being made. In this study, we aim to address these questions by examining product return behaviour from a consumer-centric rather than the more traditional product-centric, retailer-centric, and order-centric perspectives. More specifically, we focus on the effects of four demographic characteristics of consumers (i.e., gender, age, education, and income) as well as their payment method preference on their product return frequency and product return reasons. As the data, we use the responses from 560 Finnish online consumers, which were collected with …
News consumption repertoires among Finnish adolescents : Moderate digital traditionalists, minimalist social media stumblers, and frequent omnivores
2022
Abstract Young people are perceived as heavy consumers of social media and less avid consumers of news. That notion, however, deserves nuance: Many factors, such as the national context, media system, trust in news, intentionally or incidentally encountering news from different sources, and interest in politics, influence how young people consume news. This study explores news consumption among Finnish adolescents through a representative survey of 15–19-year-olds. We seek to answer two research questions: What are the news repertoires of Finnish adolescents? And what factors predict different news repertoires? Latent profile analysis reveals three distinct news repertoires: 1) moderate dig…
Creating Implicit Measure Stimulus Sets Using a Multi-Step Piloting Method
2023
The effect of arbitrary stimulus selection is a persistent concern when employing implicit measures. The current study tests a data-driven multi-step procedure to create stimulus items using a combination of free-recall and survey data. Six sets of stimulus items were created, representing healthy food and high sugar items in children, adolescents, and adults. Selected items were highly representative of the target concepts, in frequent use, and of near equal length. Tests of the piloted items in two samples showed slightly higher implicit measure–behavior relations compared to a previously used measure, providing preliminary support for the value in empirically based stimulus selection. Fu…
When more is less: The other side of artificial intelligence recommendation
2022
Based on consumers' preferences, AI (artificial intelligence) recommendation automatically filters information, which provokes scholars' debate. Supporters believe that by analyzing the consumers' preferences, AI recommendation enables consumers to choose products more quickly and with lower cost. Critics deem that consumers are more easily trapped in information cocoons because of the use of AI recommendation. This reduces the possibility of consumers contacting with a variety of commodities, thus lowering the consumer decision quality. Based on experiments, this paper discusses the moderating role of AI recommendation on the relationship of consumers' preferences and information cocoons. …
The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour
2022
Although showrooming behaviour is a characteristic aspect of modern omnichannel retailing, our understanding of its antecedents remains limited. In this study, we aim to address this gap in prior research by examining how showrooming behaviour is affected by three different kinds of perceived consumer capabilities: general online shopping skilfulness, mobile online shopping skilfulness, and multichannel self-efficacy. The examination is done by utilising data from 1,024 Finnish consumers, which was collected with an online survey in 2021 and is analysed with structural equation modelling (SEM). In summary, we find mobile online shopping skilfulness to have a strong positive effect on showro…
The role of electronic word-of-mouth in consumers' online purchase decision making : an eye-tracking study
2016
The aim of this study was to shed light on the consumers’ decision making processes in an online environment. The vast amount of information found online and the presence of online peer recommendations has shaped the purchase decision making environment – making it more simple in some situations, more complex in others. This study answers to the need for more research on consumers’ cognitive processes when making purchase decisions, the influence of website design factors towards consumer decision making as well as the social presence of others in online environments. Previously little research has been done on the effects of product ratings toward consumer attention through eye-tracking me…