Gender Features of Purchasing Scripts in the Era of Digitalization
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F22%3A39919818" target="_blank" >RIV/00216275:25410/22:39919818 - isvavai.cz</a>
Result on the web
<a href="https://novapublishers.com/shop/global-challenges-of-digital-transformation-of-markets-volume-ii/" target="_blank" >https://novapublishers.com/shop/global-challenges-of-digital-transformation-of-markets-volume-ii/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.52305/CGRM9588" target="_blank" >10.52305/CGRM9588</a>
Alternative languages
Result language
angličtina
Original language name
Gender Features of Purchasing Scripts in the Era of Digitalization
Original language description
Traditional models of relationships with partners and consumers acquire new meaning and additional functions, and the emphasis and technology of sales are changing. However, the main goal of trading in any format remains the same - to make a profit from the successful sale of a necessary product or service to the buyer. On the one hand, the use of information technologies in trade minimizes direct communication between the buyer and the seller and focuses attention on the properties of the product, on the other hand, reduces the possibility of influencing the preferences and needs of the buyer, and makes it possible for the seller to adjust the buyer’s choice in the sales process. Digitalization of sales is accompanied by an increase in the speed of changes in consumer preferences. Customer script used in online trading are based on the main characteristics of customers, i.e., gender and age. Collecting information about the buyer and online surveys do not always allow you to create an objective purchasing script. The article considers the possibility of forming purchasing scripts based on gender differences in the deep values of the individual. Structural analysis of the value orientations of women and men allows us to anticipate possible elections and differences in these elections. The article describes the psychological features of women’s and men’s models of making a decision about buying and choosing a product.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50902 - Social sciences, interdisciplinary
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Global Challenges of Digital Transformation of Markets, Volume II
ISBN
978-1-68507-989-5
Number of pages of the result
13
Pages from-to
97-109
Number of pages of the book
450
Publisher name
Nova Science Publishers
Place of publication
Hauppauge
UT code for WoS chapter
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