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[{"key": "dc.contributor.advisor", "value": "Ihanainen-Rokio, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Uusitalo, Eveliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-03-27T11:00:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-03-27T11:00:53Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/86133", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritys- ja yksityisasiakkaiden kokonaisvaltainen online-k\u00e4ytt\u00e4ytyminen ja online-ostok\u00e4ytt\u00e4ytyminen ovat yleisesti tutkittuja alueita. On kuitenkin olemassa my\u00f6s asiakasryhmi\u00e4, jotka eiv\u00e4t kuulu kumpaakaan n\u00e4ist\u00e4 asiakasryhmist\u00e4. Esimerkiksi yliopistot kuuluvat instituutio- ja valtioasiakasryhm\u00e4\u00e4n, jonka vuoksi heid\u00e4n online- ja ostok\u00e4ytt\u00e4ytymisens\u00e4 saattaa poiketa yksityisasiakkaiden ja voittoa tavoittelevien yritysten k\u00e4ytt\u00e4ytymisest\u00e4. \n\nT\u00e4ss\u00e4 tutkimuksessa keskityttiin akateemisiin ja institutionaalisiin asiakkaisiin soluviljely niche-markkinaalueella. Soluviljelyala on ollut toiminnassa 1900-luvulta asti, mutta er\u00e4s vakiintunut toimija on dominoinut soluviljelykasvatusliuos- ja kasvualustamarkkinaa viime vuosikymmenet. Teknologian kehitys on mahdollistanut my\u00f6s soluviljelytutkimuksien kehittymisen, jonka ansioista kyseiselle markkinalle on auennut mahdollisuuksia uusille tuotteille. T\u00e4m\u00e4 tutkimus pyrki selvitt\u00e4m\u00e4\u00e4n soluviljelytutkijoiden online-tiedonhaku ja -ostok\u00e4ytt\u00e4ytymist\u00e4. Tutkimuksen avulla voidaan tarjota parempaa asiakasymm\u00e4rryst\u00e4 kyseisell\u00e4 markkinalla, joka mahdollistaa kehittyneempien markkinointitoimeenpanojen muodostamisen ja k\u00e4ytt\u00f6\u00f6noton. \n\nTutkimuksen pohjana teoreettisessa viitekehyksess\u00e4 on k\u00e4sitelty seuraavia avaink\u00e4sitteit\u00e4: organisaationaalinen ostok\u00e4ytt\u00e4ytyminen, markkinointi- ja myyntisuppilot, digitaalinen markkinointi ja tiedemarkkinointi. \n\nTutkimuksessa noudatettiin subjektiivista ontologista ja interpretivistist\u00e4 epistemologista tutkimusparadigmiaa. Tutkimusdata ker\u00e4ttiin kvalitatiivisina puolistrukturoituina haastatteluina ja yhteens\u00e4 kahdeksan akateemista ja institutionaalista soluviljelytutkijaa haastateltiin. Tutkimusdatan analysointiin k\u00e4ytettiin temaattista l\u00e4hestymistapaa. \n\nTuloksista oli tunnistettavissa useita teemoja. Internetin ja onlinealustojen ja -kanavien rooli voitiin jakaa suorakommunikaatioon, tiedon jakamiseen, viihteeseen sek\u00e4 tiedonhakuun ja vastaanottamiseen. Tieto, jota soluviljelytutkijat hakivat, voitiin kategorisoida kehittymistarpeisiin, toimialan ajankohtaisuuksiin, tuotteisiin ja rahoitusmahdollisuuksiin. Ostoprosessi vaihteli riippuen siit\u00e4, olivatko tutkijat ostamassa samoja tuotteita uudelleen vai kokonaan uusia tuotteita. Tutkijoissa oli kuitenkin havaittavissa vastahakoisuutta uusien soluviljelyreagenssien ostoa kohtaan. Vastahakoisuuden syyn\u00e4 olivat markkinoiden muut toimijat ja prosessit, jotka olivat jo ennest\u00e4\u00e4n vakiintuneita. My\u00f6s tiedeyhteis\u00f6ll\u00e4 oli vahva vaikutus uusien reagenssien ostamiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The overall online behaviour and online buying behaviour of business and consumer customers has been studied before. However, some customer groups fail to fall under either of these categories. For example, universities belong under institutional and government buyers; thus, their online and buying behaviour may differ from individual consumers and profit-seeking businesses.\n\nThis study focused on academic and institutional customers who are researchers in the niche market of cell culture. Cell culture as a field has existed since the 1900s, but an entrenched market leader has dominated the cell culture medium and matrix market for the past decades. The development of technology has enabled the evolvement of cell culture research, opening opportunities for new products to enter the markets. This study aimed to investigate cell culture researchers' online information-seeking and buying behaviour to provide a better understanding of the customers in this niche market for more advanced marketing opportunities. \n\nTo set the foundation for the study, the key concepts reviewed in the theoretical framework were organizational buying behaviour, marketing and sales funnel concepts, digital marketing, and science marketing. \n\nThe research followed subjective ontological and intepretivist epistemological research paradigms. The research data was collected with a qualitative semi-structured interview approach. In total, eight academic and institutional cell culture researchers were interviewed. Data was analysed with a thematic approach. \n\nSeveral themes were identified from the results. Firstly, the role of the internet and its online platforms and channels could be divided into direct communication, sharing information, entertainment, and information seeking and receiving. Secondly, the information cell culture researchers sought could be categorised into development, industry updates, products and finance opportunities. Thirdly, the buying process varied depending on whether researchers were making repeated or new purchases. However, researchers were reluctant to buy new cell culture reagents due to already existing established products and processes. The scientific community was also seen to strongly influence the purchasing of new reagents.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-03-27T11:00:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-03-27T11:00:53Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "cell culture researcher", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online behaviour", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Understanding cell culture customers : online, information-seeking, and buying behaviour of cell culture researchers", "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-202303272275", "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.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "5400", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "business", "language": "", "element": "contractresearch", "qualifier": "initiative", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "soluviljely", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "buying behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "cell culture", "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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