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Automobilwahl online — Gestaltung des Car-Konfigurators unter Berücksichtigung des individuellen Entscheidungsverhaltens

Author

Listed:
  • Andreas Herrmann

    (Universität St. Gallen)

  • Mark Heitmann

    (Universität St. Gallen)

  • Andreas Brandenberg

    (Universität St. Gallen)

  • Torsten Tomczak

    (Universität St. Gallen)

Abstract

Zusammenfassung Car-Konfiguratoren spielen bei der Spezifikation von Fahrzeugen durch die Kunden eine zentrale Rolle. Immer mehr Individuen nutzen diese Technik, um ihr Fahrzeug zu konzipieren oder einzelne Funktionen bereits vorab zu erleben. Jedoch sind diese Konfiguratoren zumeist aus Sicht der Techniker und Ingenieure entwickelt; in jedem Fall bleibt das Entscheidungsverhalten der Kunden beim Design solcher Konfiguratoren häufig unbeachtet. Auf Basis entscheidungstheoretischer Erkenntnisse lassen sich Hinweise über die kundenorientierte Gestaltung von (Car-)Konfiguratoren ableiten. In einem «real life»-Experiment wurde der Audi A4 Car-Konfigurator entsprechend manipuliert. Es zeigt sich, dass von den verschiedenen Manipulationen erhebliche Effekte auf unterschiedliche Facetten der Kundenzufriedenheit ausgehen. Zudem ist die Zahlungsbereitschaft der Kunden durch die variierenden Manipulationen betroffen.

Suggested Citation

  • Andreas Herrmann & Mark Heitmann & Andreas Brandenberg & Torsten Tomczak, 2007. "Automobilwahl online — Gestaltung des Car-Konfigurators unter Berücksichtigung des individuellen Entscheidungsverhaltens," Schmalenbach Journal of Business Research, Springer, vol. 59(3), pages 390-412, May.
    • Handle: RePEc:spr:sjobre:v:59:y:2007:i:3:d:10.1007_bf03371702
    DOI: 10.1007/BF03371702
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    References listed on IDEAS

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    More about this item

    Keywords

    M11; M30; M31;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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