Gender Features of Purchasing Scripts in the Era of Digitalization

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Gender Features of Purchasing Scripts in the Era of Digitalization

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Gender Features of Purchasing Scripts in the Era of Digitalization

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50902 - Social sciences, interdisciplinary

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Global Challenges of Digital Transformation of Markets, Volume II

ISBN

978-1-68507-989-5

Počet stran výsledku

13

Strana od-do

97-109

Počet stran knihy

450

Název nakladatele

Nova Science Publishers

Místo vydání

Hauppauge

Kód UT WoS kapitoly

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