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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pentik\u00e4inen, Laura", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-18T06:16:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-18T06:16:38Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76670", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "V\u00e4hitt\u00e4iskauppa on jo pidemm\u00e4n aikaa ollut murroksessa teknologian mahdollistaessa uusia kanavia ostamiseen. Monikanavainen ostaminen, jossa ostoprosessin aikana k\u00e4ytet\u00e4\u00e4n eri kanavia ajasta ja paikasta riippumatta on pysyv\u00e4sti muuttanut ihmisten ostok\u00e4ytt\u00e4ytymist\u00e4. Monikanavaisuus siis mahdollistaa ostoprosessin, jossa kuluttaja voi k\u00e4ytt\u00e4\u00e4 itselleen mieluisia kanavia. \n Perinteisesti ostok\u00e4ytt\u00e4ytymist\u00e4 on tutkittu ty\u00f6ik\u00e4isen v\u00e4est\u00f6n keskuudessa ja tutkimukset senioreiden ostok\u00e4ytt\u00e4ytymiset\u00e4 ovat j\u00e4\u00e4neet v\u00e4h\u00e4isiksi. Erityisesti senioreiden monikanavaista ostamista ei ole juurikaan tutkittu. Ik\u00e4\u00e4ntyv\u00e4n v\u00e4est\u00f6n osuus on kuitenkin kasvussa niin Suomessa kuin muissakin kehittyneiss\u00e4 maissa. Monikanavaisen ostamisen kasvun ja ik\u00e4\u00e4ntyv\u00e4n v\u00e4est\u00f6n yhdistelm\u00e4 on mielenkiintoinen aihe markkinoinnin n\u00e4k\u00f6kulmasta. T\u00e4m\u00e4n tutkimuksen tarkoituksena on kartoittaa, millainen on senioreiden monikanavainen ostop\u00e4\u00e4t\u00f6sprosessi ja asiakaskokemus v\u00e4hitt\u00e4iskaupassa.\n Tutkimukseen haastateltiin 11 yli 65-vuotiasta henkil\u00f6\u00e4, joista seitsem\u00e4n oli naisia ja 4 miehi\u00e4. Haastatteluiden edellytyksen\u00e4 oli, ett\u00e4 henkil\u00f6ill\u00e4 on jonkinlaista kokemusta monikanavaisesta ostamisesta. Haastattelut toteutettiin teemahaastatteluna, jossa p\u00e4\u00e4teemoja olivat ostop\u00e4\u00e4t\u00f6sprosessi, asiakaskokemus ja monikanavaisuus. \n Tutkimuksen tulokset osoittavat, ett\u00e4 monikanavaisuutta hy\u00f6dynnet\u00e4\u00e4n eniten tiedon etsimisen ja vaihtoehtojen vertailun vaiheissa, mutta verkko-ostaminen koetaan vieraana ja osto tapahtuu useimmiten myym\u00e4l\u00e4ss\u00e4. Isommissa ostop\u00e4\u00e4t\u00f6ksiss\u00e4 tukeudutaan henkil\u00f6kohtaisiin l\u00e4hteisiin ja myyj\u00e4n osallisuus ostoprosessissa on t\u00e4rke\u00e4\u00e4. Suurin osa vastaajista on kiinnostunut kehitt\u00e4m\u00e4\u00e4n omia teknologisia taitoja ja siten lis\u00e4\u00e4m\u00e4\u00e4n monikanavaisuutta ostamisessa. Perinteinen myym\u00e4l\u00e4ss\u00e4 tapahtuva kaupank\u00e4ynti koetaan kuitenkin miellytt\u00e4vimp\u00e4n\u00e4 ja siihen liittyy my\u00f6s t\u00e4rke\u00e4 sosiaalinen ulottuvuus.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-18T06:16:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-18T06:16:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "73", "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.title", "value": "Senioreiden monikanavainen ostop\u00e4\u00e4t\u00f6sprosessi ja asiakaskokemus v\u00e4hitt\u00e4iskaupassa", "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-202106183867", "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": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ik\u00e4\u00e4ntyneet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "v\u00e4hitt\u00e4iskauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "monikanavaisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostaminen", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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