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Neuromarketing im E-Commerce. Chancen und Herausforderungen

Neuromarketing im E-Commerce. Chancen und Herausforderungen


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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Internationale Fachhochschule Bad Honnef - Bonn, Sprache: Deutsch, Abstract: Die vorliegende Arbeit fasst den aktuellen Forschungsstand des Neuromarketings und deren Anwendung innerhalb des E-Commerce zusammen. Der Fokus auf den E-Commerce wurde aufgrund dessen rasanten Wachstums gelegt. Hier soll das Neuromarketing vor allem Unternehmen helfen, aus der Menge herauszustechen. Die Kernaussage der Neuromarketing-Befürwortenden lautet, dass 95% unserer Kaufentscheidungen emotional und unbewusst getroffen werden. Bezüglich dieser Erkenntnis werden zunächst die Grundlagen und Entwicklungen innerhalb des Neuromarketings und des E-Commerce erläutert. Basierend auf diesen Erkenntnissen, wird sich den Konzepten des Neuromarketings gewidmet. Darunter wird auf verschiedene Emotions- und Motivsysteme, unbewusste Prozesse, Multisensorik und Interaktion, sowie der Bedeutung einer Marke eingegangen. Als Nächstes wird untersucht, inwiefern sich die genannten Konzepte auch im E-Commerce anwenden lassen. Dazu soll zunächst ein Überblick über die wichtigsten Handlungsfelder des E-Commerce gegeben werden. Danach werden die Kaufentscheidungen im E-Commerce, das Nutzererlebnis, Big Data, Personalisierung, KI, Social Neuromarketing, das Internet of Things, die Virtualisierung und Dematerialisierung, die Extended Reality, sowie das Suchmaschinenmarketing näher untersucht. Die Wirkung der Konzepte wird dabei mithilfe ausgewählter Studien bewiesen. Die Ergebnisse zeigen, dass durch eine emotionale, zielgruppengerechte Ansprache Conversion Rates gesteigert werden können.


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Product Details
  • ISBN-13: 9783346487155
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346487156
  • Publisher Date: 02 Aug 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr


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Neuromarketing im E-Commerce. Chancen und Herausforderungen
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