European Consumers in the Digital Era Implications of Technology, Media and Culture on Consumer Behavior

European Consumers in the Digital Era Implications of Technology, Media and Culture on Consumer Behavior

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perce......
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<P>Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perceptions, attitudes, values, and finally, purchasing behavior? This edited collection offers a comprehensive description of the consumer behavior process and the determinants that affect it in the era of digitalization. </P><P>This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic. The first part of the book is devoted to characteristic phenomena in consumer behavior in the era of digitalization, such as changes in the consumer buying decision-making processes, e-comm
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Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perceptions, attitudes, values, and finally, purchasing behavior? This edited collection offers a comprehensive description of the consumer behavior process and the determinants that affect it in the era of digitalization. This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic. The first part of the book is devoted to characteristic phenomena in consumer behavior in the era of digitalization, such as changes in the consumer buying decision-making processes, e-commerce, prosumers’ and consumers` attitudes towards innovations. The second part will describe the consumers, their decision-making processes, with examples from almost all geographical regions in Europe, including Germany, Spain, Italy, Finland, Poland and Russia. Both individually and collectively, the contributors provide discussion points and practical implications resulting from the changes observed in consumer behavior in each country. European Consumers in the Digital Era provides a comprehensive overview of digital consumer behavior, offering timely insights for scholars and researchers. It will also appeal to postgraduate students of related fields, including marketing, innovation and sociology.

Produktinformasjon

Oppdag hvordan digitaliseringen former forbrukeratferd

Med boken European Consumers in the Digital Era vil du få en dypere forståelse av hvordan teknologi, medier og kultur påvirker forbrukervalg. Dette verket gir en helhetlig gjennomgang av forbrukeratferd i 21. århundre, og undersøker hvordan endringer i samfunnet har påvirket vårt kjøpsmønster.

Hvorfor er denne boken viktig?

  • Holistisk perspektiv: Forfatterne presenterer analyser av forbrukernes atferd på tvers av ulike europeiske kulturer.
  • Teknologiske innflytelser: Emner som smarttelefoner, AR, IoT, AI og social media blir grundig belyst.
  • Cultural shifts: Hvordan Covid-19-pandemien har påvirket forbrukervaner.

Innholdet i European Consumers in the Digital Era

Boken er delt inn i to hoveddeler:

  • Del 1: Fokus på karakteristiske fenomener og endringer i forbrukervesene i den digitale tidsalderen.
  • Del 2: Dybdegående case-studier fra flere europeiske land som Tyskland, Spania, Italia, Finland, Polen og Russland.

Praktiske implikasjoner og diskusjonspunkter

Med bidrag fra eksperter i feltet gir boken European Consumers in the Digital Era verdifulle innspill for akademikere, forskere og studenter på mastergradsnivå innen markedsføring, innovasjon og sosiologi. Du vil oppdage hva som driver endringer i forbrukernes behov, holdninger og beslutningsprosesser, og hvordan disse påvirkes av eksterne faktorer.

Er du klar for å forstå fremtidens forbruker?

Hvis du vil være i forkant av utviklingen innen forbrukeratferd, er European Consumers in the Digital Era et uunngåelig verk. La denne boken være din guide i en tid fylt med konstant endring og utvikling.

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