Másodlagos fogyasztói szocializáció
Online vásárlás
DOI:
https://doi.org/10.14267/VEZTUD.2025.03.01Kulcsszavak:
fogyasztói szocializáció, másodlagos fogyasztói szocializáció, internet, tanulási formák, online vásárlásAbsztrakt
Az internet az élet minden területén jelen van, és jelentősége egyre inkább növekszik. A digitális tér a fogyasztói lét fontos színtere mind a fiatalabbak, mind az idősebbek számára. Ez alátámasztja az online vásárlással kapcsolatos különféle fogyasztói szegmenseket feltáró kutatás – kiemelve a generációs jellemzők és a másodlagos fogyasztói szocializációhoz kapcsolódó tanulási formák – relevanciáját. A kéthullámú CATI-adatfelvételi módszert alkalmazó tanulmány jelentős generációs és demográfiai egyenlőtlenségeket hangsúlyoz. A férfiak, a magasabb iskolai végzettségűek és a városokban élők nagyobb hajlandóságot mutatnak online vásárlásra, ami tükrözi a fiatalsággal és a fokozott digitális tudással való összefüggést. A kevésbé fejlett régiók lakosainak digitálisan hátrányos helyzete növeli kiszolgáltatottságukat az online megoldások nyújtotta lehetőségek kiaknázásában. A tanulmány kiemeli a megbízható online információforrások kulcsfontosságú szerepét a fogyasztói élmények alakításában, hangsúlyozva a mesterséges intelligencia lehetséges formáló hatásait. A fogyasztói szokásokhoz kötött tanulási formák lehatárolásával a kutatás gazdagítja a fogyasztói magatartás, a digitális ismeretek és az online vásárlás szakirodalmát.
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