European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior

Description

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perceptions, attitudes, values, and finally, purchasing behavior? This edited collection offers a comprehensive description of the consumer behavior process and the determinants that affect it in the era of digitalization. This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic. The first part of the book is devoted to characteristic phenomena in consumer behavior in the era of digitalization, such as changes in the consumer buying decision-making processes, e-commerce, prosumers’ and consumers` attitudes towards innovations. The second part will describe the consumers, their decision-making processes, with examples from almost all geographical regions in Europe, including Germany, Spain, Italy, Finland, Poland and Russia. Both individually and collectively, the contributors provide discussion points and practical implications resulting from the changes observed in consumer behavior in each country. European Consumers in the Digital Era provides a comprehensive overview of digital consumer behavior, offering timely insights for scholars and researchers. It will also appeal to postgraduate students of related fields, including marketing, innovation and sociology. Cover Half Title Series Page Title Page Copyright Page Table of Contents List of figures List of tables List of contributors The general circumstances of digital consumer behaviour in Europe PART I: Trends in consumer behaviour in digital centuries 1 Changes in consumer behaviour in the digital age 2 Who is a consumer in the digital era? Still a consumer or a prosumer? 3 Technological innovations and consumer behaviour 4 E-commerce in light of digital technology development: A consumer perspective PART II: Digital consumers in Europe 5 Digital consumers’ scenes in Finland 6 Digital consumers in Germany 7 Inside the mind of Italian digital consumers 8 Social media and mobile tools in consumers’ decisions of Polish consumers 9 Understanding consumers’ information power in the digital marketplace: The case of Russia 10 Digital consumption in Spain and the Internet of Things 11 Digital Trends of European consumers’ behaviour: Forecasts and predictions Index