European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior

Consumers make purchasing decisions every day, influenced by needs, preferences, and beliefs. This edited collection explores the factors that change these behaviors in the era of digitalization, with a focus on European cultures. It discusses changes in consumer buying decision-making processes, e-commerce, and attitudes towards innovations, providing practical implications for scholars and researchers.

Format: Hardback
Length: 200 pages
Publication date: 18 October 2022
Publisher: Taylor & Francis Ltd

Consumers are the driving force behind purchasing decisions, carefully considering their needs, preferences, and beliefs, which can be influenced by a multitude of factors. These determinants can stem from both individual characteristics and external organizations operating within the market. Understanding the factors that shape these changes in consumer needs, perceptions, attitudes, values, and ultimately purchasing behavior is crucial in navigating the ever-evolving consumer landscape.

In the era of digitalization, consumers are faced with a myriad of new challenges and opportunities. The advent of smartphones, augmented reality (AR), the Internet of Things (IoT), artificial intelligence (AI), and social media has transformed the way consumers interact with products and services. These technological advancements have reshaped consumer behavior, influencing their decision-making processes and preferences.

This edited collection provides a comprehensive overview of consumer behavior in the 21st century, particularly in the context of European cultures. It explores the characteristic phenomena that arise in the era of digitalization, such as changes in consumer buying decision-making processes, the growth of e-commerce, and consumers' attitudes towards innovations. The book also delves into the diverse consumer landscape across different geographical regions in Europe, including Germany, Spain, Italy, Finland, Poland, and Russia.

Through a series of insightful contributions from experts in the field, the book offers valuable discussion points and practical implications resulting from the changes observed in consumer behavior in each country. The contributors provide a deep understanding of the consumer psyche, shedding light on the factors that drive their decisions, preferences, and behaviors.

European Consumers in the Digital Era is a valuable resource for scholars, researchers, and postgraduate students in the fields of marketing, innovation, and sociology. It offers timely insights into the complex dynamics of digital consumer behavior and provides a roadmap for businesses and organizations seeking to adapt and thrive in this rapidly evolving market.

In conclusion, consumers are the architects of their purchasing decisions, driven by a myriad of factors that shape their needs, perceptions, attitudes, values, and ultimately purchasing behavior. In the era of digitalization, understanding these determinants is essential for businesses and organizations to stay ahead of the curve and deliver exceptional experiences to their customers. This edited collection provides a comprehensive and insightful perspective on consumer behavior in the 21st century, particularly in the context of European cultures.

Weight: 553g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032204611