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Library von Behavior Patterns

  • Philipp SpreerEmail author
Chapter

Zusammenfassung

Die wissenschaftliche Forschung hat disziplinenübergreifend (v. a. Psychologie, Neurowissenschaften, Wirtschaftswissenschaften) mittlerweile eine beachtliche Anzahl von Behavior Patterns identifiziert und validiert. Die wirksamsten und für den E-Commerce-Einsatz am besten geeigneten fasst diese Library zusammen. Sie ist entlang des E-Commerce-Prozesses strukturiert: Die Awareness-Phase findet vor der Kaufentscheidung statt und beinhaltet Patterns, die dazu beitragen, dass Kunden einen Bedarf erkennen, auf einen Anbieter oder ein Produkt aufmerksam werden, die Relevanz erfassen und sich an den Anbieter erinnern. Darauf folgt die Decision-Making-Phase. Sie listet Patterns, die Vertrauen aufbauen, bei der Produkt- und Preisevaluierung unterstützen, eine Entscheidung aktiv oder passiv auslösen sowie dazu beitragen, dass Kunden auf dem Weg zum Abschluss nicht abbrechen und idealerweise weitere Mitnahmekäufe tätigen. Die Retention-Phase setzt nach dem Kauf ein und beschreibt Patterns, die die Zufriedenheit und Loyalität von Kunden fördern. Sie ist Ausdruck der langfristigen Orientierung, die Conversion-Optimierungsprojekte mit Behavior Patterns immer haben sollten.

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© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.elaboratum GmbHMünchenDeutschland

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