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Wirkung von Live-Chats in Online-Shops auf die Kaufentscheidung
[Effect of Live-Chats in Online-Shops on the Purchase Decision]

Author

Listed:
  • Telkmann, Verena

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Kalka, Regine

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Der Umsatz durch E-Commerce und auch die Anzahl der Online-Shopper in Deutschland steigt stetig. Die Online-Shops stehen jedoch vor dem Problem geringer Konversionsraten. Ein Ansatz zur Steigerung der Konversionsraten ist der Einsatz persönlicher Kommunikation in Form von Live-Chats. Es stellt sich nun die Frage, wie der Einsatz von Live-Chats in Online-Shops auf die Kaufentscheidung der Kunden wirkt. In einer Online-Erhebung wurden 385 Personen zu ihren Erfahrungen mit und ihren Erwartungen an Live-Chats befragt. 76 Personen haben bereits eine Beratung via Live-Chat in Anspruch genommen und 105 Personen haben ein Angebot für eine Beratung via Live-Chat erhalten, dies jedoch nicht genutzt. Insgesamt 204 Personen haben noch keine Erfahrungen mit Live-Chats gemacht, 98 dieser Personen könnten sich jedoch eine zukünftige Nutzung vorstellen. Für die empirische Untersuchung wurde ein Modell zur Wirkung von Live-Chats in Online-Shops auf die Kaufentscheidung entwickelt, um daraus Hypothesen abzuleiten, auf deren Grundlage die Untersuchung durchgeführt wurde. Die Hypothesen wurden anhand der Befragungsergebnisse der 76 Personen geprüft, die bereits Erfahrungen mit Live-Chats gemacht haben. Die Prüfung der Hypothesen hat gezeigt, dass qualitativ hochwertige Live-Chats mit einer hohen System-und Informationsqualität, in der Lage sind das wahrgenommene Risiko der Kaufentscheidung zu senken, Vertrauen zu dem Online-Shop aufzubauen und positive Kaufentscheidungen zu begünstigen. Live-Chats stellen daher eine Service-Form dar, die von den bisherigen Nutzern positiv bewertet wird und bieten weiteres Potenzial, da auch viele der bisherigen Nicht-Nutzer eine positive Einstellung zu Live-Chats zeigen und sich eine Beratung in Zukunft vorstellen können. Da ein Teil der Probanden jedoch kein Interesse an einer Beratung via Live-Chat gezeigt hat, sollten Live-Chats die etablierten Serviceformen zumindest in naher Zukunft lediglich ergänzen und nicht ersetzen.

Suggested Citation

  • Telkmann, Verena & Kalka, Regine, 2017. "Wirkung von Live-Chats in Online-Shops auf die Kaufentscheidung [Effect of Live-Chats in Online-Shops on the Purchase Decision]," Duesseldorf Working Papers in Applied Management and Economics 36, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:36
    DOI: 10.20385/2365-3361/2017.36
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    References listed on IDEAS

    as
    1. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
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    More about this item

    Keywords

    Live-Chat; Online-Shop; Konversionsraten; Beratung; Kundenservice; conversion rates; advice; customer service;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

    NEP fields

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