Webrooming és showrooming Magyarországon: Omnichannel vásárlói magatartás a sportcikkek piacán

Ákos Nagy; Péter Németh; Ildikó Kemény; Krisztián Szűcs

doi:10.14267/VEZTUD.2022.07.07

Szerzők

Ákos Nagy Pécsi Tudományegyetem https://orcid.org/0000-0002-1403-0038
Péter Németh Pécsi Tudományegyetem https://orcid.org/0000-0003-4631-1587
Ildikó Kemény Budapesti Corvinus Egyetem https://orcid.org/0000-0002-6738-8252
Krisztián Szűcs Pécsi Tudományegyetem https://orcid.org/0000-0003-4672-8067

DOI:

https://doi.org/10.14267/VEZTUD.2022.07.07

Kulcsszavak:

omnichannel vásárlói magatartás, showrooming, webrooming

Absztrakt

Napjainkban a vásárlási folyamat egyre inkább dinamikus és digitalizált. A kereskedők számára végtelen lehetőség és eszköz áll már rendelkezésre a különböző kommunikációs csatornák és elérési pontok kombinálásával, annak érdekében, hogy minél zökkenőmentesebb és élvezetesebb vásárlói élményt nyújtsanak. A szerzők kutatásukban e tágabb aspektuson belül az omnichannel vásárlói magatartásra fókuszáltak a sportcikkek piacán. A kutatás fő célja két magatartásminta hazai elterjedtségének vizsgálata: a showrooming és a webrooming. Az 1000 fős online megkérdezés eredményei alapján arra jutottak, hogy a webrooming a leginkább kedvelt vásárlói út-típus, ami azt jelenti, hogy a vásárlók inkább az interneten informálódnak, de a vásárlásra inkább a fizikai üzletekben kerül sor. Emellett öt főbb vásárlói szegmenst azonosítottak, melyek között az omnishopperek is megjelentek, akik mind a webrooming, mind a showrooming magatartást előnyben részesítik. Ők azok a vásárlók, akik a jövő kiskereskedelmi tevékenységének középpontjában állnak, és preferenciáik, illetve vásárlói jellemzőik nemcsak az akadémiai kutatások számára, hanem a piaci szereplők számára is relevánsak.

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Szerző életrajzok

Ákos Nagy, Pécsi Tudományegyetem

Egyetemi adjunktus

Péter Németh, Pécsi Tudományegyetem

Egyetemi adjunktus

Ildikó Kemény, Budapesti Corvinus Egyetem

Egyetemi docens

Krisztián Szűcs, Pécsi Tudományegyetem

Egyetemi docens

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Webrooming és showrooming Magyarországon

Omnichannel vásárlói magatartás a sportcikkek piacán

Szerzők

DOI:

Kulcsszavak:

Absztrakt

Letöltések

Szerző életrajzok

Ákos Nagy, Pécsi Tudományegyetem

Péter Németh, Pécsi Tudományegyetem

Ildikó Kemény, Budapesti Corvinus Egyetem

Krisztián Szűcs, Pécsi Tudományegyetem

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