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- Title
The Need for Digital Technologies in B2C Commerce from the Customer’s Point of View: An Empirical Study with Focus on Sustainable Consumption.
- Authors
Ludin, Daniela; Wellbrock, Wanja; Müller, Erika; Klußmann, Paul; Schöttle, Rebecca
- Abstract
Digitalization and digital technologies have risen sharply in commerce in form of online offers and advice, even in formerly less technology-based sectors. By using the example of flower shops, the aim of this study is to find out whether customers perceive digital offers to be generally useful or necessary, or if local service is still sufficient. To answer this question, a quantitative survey was conducted in selected flower shops in Germany. 82 customers took part. Although most customers have not yet resorted to an online offering when buying flowers, over 66% of respondents are generally in favor of digital offers in the floristry industry.
- Subjects
GERMANY; BUSINESS to consumer transactions; SUSTAINABLE consumption; ELECTRONIC commerce software; DIGITAL technology; CONSUMERS; EMPIRICAL research; POLLINATION; POLLINATORS
- Publication
Technical Journal / Tehnički Glasnik, 2023, Vol 17, Issue 2, p273
- ISSN
1846-6168
- Publication type
Article
- DOI
10.31803/tg-20230426181617