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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Eronen, Lauri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-04-27T05:34:25Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-04-27T05:34:25Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68685", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena on tutkia kuluttajan ostop\u00e4\u00e4t\u00f6sprosessia sek\u00e4 sen vaiheiden vaikutusta kuluttajien hakukonek\u00e4ytt\u00e4ytymiseen ja yrityksen hakukonemainontaan. Tutkimus toteutettiin huonekalualan yritykselle Meksikossa. Tutkimusta varten ker\u00e4tyst\u00e4 aineistosta oli p\u00e4\u00e4m\u00e4\u00e4r\u00e4n\u00e4 selvitt\u00e4\u00e4 hakutermien perusteella, mill\u00e4 ostop\u00e4\u00e4t\u00f6sprosessintasolla kuluttaja on haun tehdess\u00e4 ja analysoida hakukonemainonnan tehokkuutta eri tasoilla. \n \nTy\u00f6n teoreettinen viitekehys k\u00e4sittelee kuluttajan ostop\u00e4\u00e4t\u00f6sprosessia sek\u00e4 hakukonemarkkinointia. Ostop\u00e4\u00e4t\u00f6sprosessimallia hy\u00f6dynnet\u00e4\u00e4n paljon markkinoinnissa. Hakukonemarkkinointi muodostaa merkitt\u00e4v\u00e4n osuuden digitaalisesta markkinoinnista ja sen merkitys kasvaa jatkuvasti. L\u00e4htein\u00e4 k\u00e4ytettiin laajalti kotimaisia ja ulkomaisia kirjallisuusl\u00e4hteit\u00e4, internet-julkaisuja, sek\u00e4 tieteellisi\u00e4 artikkeleita. \n \nTutkimusmuotona k\u00e4ytettiin kvantitatiivista tutkimustapaa, jossa analysointiin yrityksen hakukonemainontadataa. Tutkimuksessa analysoitiin 35 870 haun tuloksia kolmen kuukauden ajalta. Kuluttajien k\u00e4ytt\u00e4m\u00e4t hakutermit luokiteltiin ostop\u00e4\u00e4t\u00f6sprosessin vaiheisiin ja niihin liittyv\u00e4\u00e4 k\u00e4ytt\u00e4ytymist\u00e4 verrataan hakukonemainonnan tuloksiin. Analyysimenetelmin\u00e4 k\u00e4ytettiin aineiston luokittelua sek\u00e4 Krustal-Wallis ja Mann Whitney U-testi\u00e4. \n \nAnalyysin tulokset osoittavat, ett\u00e4 haut voidaan jakaa ostop\u00e4\u00e4t\u00f6sprosessin vaiheisiin hakutermin mukaan. Tutkimuksessa selvisi, ett\u00e4 hakukonemainonnan tehokkuudessa vaikuttaa olevan eroja ostoprosessin eri vaiheissa. Tulokset osoittavat, ostoprosessin loppuvaiheilla olevat kuluttajat tekev\u00e4t todenn\u00e4k\u00f6isemmin oston, joten n\u00e4m\u00e4 ovat tuottoisampi kohderyhm\u00e4 yritykselle. Eri vaiheilla olevat kuluttajat tarvitsevat erilaista tietoa, joten hakukonemainontaa tulee kohdistaa niiden mukaan. T\u00e4m\u00e4 tutkimus pyrkii ymm\u00e4rt\u00e4m\u00e4\u00e4n kuluttajien ostok\u00e4ytt\u00e4ytymist\u00e4 internetin hakukoneissa. Lis\u00e4ksi tutkimuksen havainnot hy\u00f6dytt\u00e4v\u00e4t mainostajia tehokkaiden mainoskampanjoiden suunnitellussa ja toteuttamisessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-04-27T05:34:25Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-04-27T05:34:25Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "86", "language": "", "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.subject.other", "value": "ostop\u00e4\u00e4t\u00f6sprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hakukonemainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajan ostop\u00e4\u00e4t\u00f6sprosessin vaiheen merkitys hakukonemainonnassa", "language": "", "element": "title", "qualifier": null, "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-202004272898", "language": "", "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": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": 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"dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakuohjelmat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Internet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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