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[{"key": "dc.contributor.author", "value": "Punkkinen, Toni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-12-19T12:37:36Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-12-19T12:37:36Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1506219", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/48197", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Teknologisten kanavien kehitys on kasvattanut tutkijoiden kiinnostusta kuluttajien ostoprosessia\r\nkohtaan. Lis\u00e4ksi verkossa esiintyvien tuotearvostelujen vaikutusta ostop\u00e4\u00e4-\r\nt\u00f6kseen on tutkittu nyky\u00e4\u00e4n paljon. Asiakkaan ostopolkua on hyv\u00e4 tutkia, jotta tiedet\u00e4\u00e4n,\r\nmiksi kuluttajat k\u00e4ytt\u00e4v\u00e4t tiettyj\u00e4 kanavia ostoprosesseissaan. Lis\u00e4ksi tuotearvostelujen\r\ntutkiminen auttaa selvitt\u00e4m\u00e4\u00e4n, mik\u00e4 kuluttajien ostop\u00e4\u00e4t\u00f6kseen verkossa vaikuttaa.\r\nMarkkinoijien on helpompi olla asiakkaaseen yhteydess\u00e4 jo ostopolun alkuvaiheessa,\r\njos he ymm\u00e4rt\u00e4v\u00e4t, miksi kuluttaja k\u00e4ytt\u00e4\u00e4 tietty\u00e4 kanavaa. Tuotearvosteluja on tutkittu\r\npaljon, mutta niiden vaikutus asiakkaan ostopolkuun on ep\u00e4selv\u00e4.\r\nT\u00e4m\u00e4n tutkimuksen tavoitteena on selitt\u00e4\u00e4 tuotearvostelujen vaikutuksia asiakkaan\r\nostopolkuun ja t\u00e4t\u00e4 kautta mahdolliseen ostoon. Tutkimus tarjoaa yksityiskohtaista\r\ntietoa tuotearvosteluista ja kuluttajan k\u00e4ytt\u00e4ytymisest\u00e4 verkkokaupassa.\r\nTutkimus tehtiin yhteisty\u00f6ss\u00e4 er\u00e4\u00e4n harrastusv\u00e4lineit\u00e4 myyv\u00e4n verkkokaupan\r\nkanssa. Asiakasdata ker\u00e4ttiin heid\u00e4n k\u00e4ytt\u00e4m\u00e4ll\u00e4\u00e4n ohjelmalla, joka ker\u00e4\u00e4 asiakkaiden\r\nliikkeit\u00e4 verkkosivuilla. T\u00e4m\u00e4 k\u00e4vij\u00e4analytiikka muutettiin numeraalisiksi arvoiksi. T\u00e4-\r\nm\u00e4n j\u00e4lkeen dataa analysoitiin tarkemmin SPSS ohjelmiston avulla.\r\nTulokset osoittavat, ett\u00e4 ostoon p\u00e4\u00e4tyvill\u00e4 kuluttajilla ja ostoon p\u00e4\u00e4tym\u00e4tt\u00f6mill\u00e4\r\nkuluttajilla k\u00e4ytt\u00e4ytyminen verkkokaupassa on erilaista. N\u00e4iden ryhmien vierailtujen\r\nsivujen m\u00e4\u00e4r\u00e4 ja vierailun kesto verkkokaupassa erosi selv\u00e4sti toisistaan. Lis\u00e4ksi kuluttajat,\r\njotka p\u00e4\u00e4tyv\u00e4t ostoon, vierailevat todenn\u00e4k\u00f6isemmin useammin samalla tuotesivulla.\r\nKun kuluttaja osti arvostellun tuotteen, h\u00e4nen k\u00e4ytt\u00e4misess\u00e4\u00e4n verkkokaupassa ei\r\nl\u00f6ydetty tilastollisesti merkitt\u00e4v\u00e4\u00e4 eroa niihin kuluttajiin verrattuna, jotka ostivat tuotteen,\r\njoka ei ollut arvoteltu. Vaikuttaisi silt\u00e4 t\u00e4m\u00e4n tutkimuksen pohjalta, ett\u00e4 kuluttajat\r\neiv\u00e4t muuta merkitt\u00e4v\u00e4sti k\u00e4ytt\u00e4ytymist\u00e4\u00e4n kohdatessaan tuotearvosteluja.\r\nAikaisempien tutkimusten perusteella kuluttajat lukevat paljon tuotearvosteluja etsiess\u00e4\u00e4n\r\ninformaatiota tai vertaillessaan tuotevaihtoehtoja kesken\u00e4\u00e4n. T\u00e4m\u00e4 saattaisi\r\nselitt\u00e4\u00e4, miksi tuotearvostelut eiv\u00e4t n\u00e4yt\u00e4 vaikuttavat kuluttajan ostopolkuun.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Toni Punkkinen (tomipunk) on 2015-12-19 12:37:34.222621. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-12-19T12:37:35Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201512194112.pdf: 213151 bytes, checksum: d6a378aa418490ba9a1172d67b8995c7 (MD5)\r\nlicense.html: 4862 bytes, checksum: 9c5a5c5a37f830bdd450ab497c7912b6 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-12-19T12:37:36Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201512194112.pdf: 213151 bytes, checksum: d6a378aa418490ba9a1172d67b8995c7 (MD5)\r\nlicense.html: 4862 bytes, checksum: 9c5a5c5a37f830bdd450ab497c7912b6 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (67 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Asiakkaan ostopolku ja tuotearvostelut : tuotearvostelujen vaikutus asiakkaan ostopolkuun verkkokaupassa", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Tuotearvostelujen vaikutus asiakkaan ostopolkuun verkkokaupassa", "language": null, "element": "title", "qualifier": "alternative", "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201512194112", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": 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