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Lázár Erika – Szűcs Krisztián – Nagy Ákos (2023): Örömet okoznak-e a kiskereskedelmi mobilapplikációk? - egy automatizált tartalomelemzés tanulságai

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Lázár Erika – Szűcs Krisztián – Nagy Ákos (2023): Örömet okoznak-e a kiskereskedelmi mobilapplikációk? - egy automatizált tartalomelemzés tanulságai. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 202–202.

Authors

  • Erika, Lázár. Pécsi Tudományegyetem.
  • Krisztián, Szűcs. Pécsi Tudományegyetem.
  • Ákos, Nagy. Pécsi Tudományegyetem.

Abstract

Using retail apps causes joy? – experiences from an automated content analysis

Nowadays the use of mobile applications is playing more and more significant role in digitalized and increasingly complex customer journeys. Shoppers take advantage of opportunities offered by mobile technologies with different motivations and goals. Retailers aim to increase consumer satisfaction and engagement by making shopping easier and more convenient. But does the use of mobile apps cause a positive emotional impact? Our research seeks to understand consumers' perceptions and attitudes towards the use of retail mobile applications and the role of mobile applications operated by retailers in shaping the shopping experience and how they affect shoppers' emotional experiences during the shopping process. Answering this question, we used the method of automated content analysis based on user feedback.

customer experience mobile application emotions content analysis

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

Details

Association for Marketing Education and Research
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info@emok.hu

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