témavezető: Madlenák Radovan
helyszín (magyar oldal): Budapest helyszín rövidítés: Bp
A kutatási téma leírása:
Consumer behaviour encompasses the psychological processes that consumers go through in recognizing needs, finding ways to address those needs, making purchasing decisions, interpreting information, making plans, and implementing them. The aim of this dissertation is to conduct research in the area of consumer buying behaviour using the tools of neuroscience. The aim of this dissertation is to develop a model of consumer behaviour within a B2C business model in virtual and real-world environments. Within the framework of the dissertation, the dissertator will conduct experimental research using neuroscience tools in order to identify the key factors influencing consumers at different stages of the purchasing process in virtual and real environments and quantify their level of importance. The research will be accompanied by quantitative research on buyer behaviour in virtual and real worlds and in-depth interviews with test subjects. At the end of the thesis, the two models of consumer behaviour will be constructed and a comparison of consumer buying behaviour factors in virtual and real environments will be made.
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