Die Arbeit untersucht zentrale Einflussfaktoren auf das Konsumentenverhalten im digitalen Zeitalter. Im Fokus stehen psychologische, soziale und technologische Aspekte, die Kaufentscheidungen und Markenwahrnehmung prägen. Anhand theoretischer Modelle des Konsumentenverhaltens wird analysiert, wie Faktoren wie Preiswahrnehmung, Nachhaltigkeitsorientierung, soziale Einflüsse sowie digitale Kommunikationsstrategien die Customer Journey beeinflussen. Ergänzt wird dies durch eine Auseinandersetzung mit den Chancen und Risiken des Online-Shoppings und der Rolle von Social Media Marketing. Die Ergebnisse verdeutlichen, dass Konsumentenentscheidungen zunehmend durch ein komplexes Zusammenspiel individueller Werte, digitaler Informationskanäle und gesellschaftlicher Trends bestimmt werden.
Table of Contents
- 1. Choosing a Consumer Decision-Making Model
- 1.1 Applicability to Vinted's Consumer Journey
- 1.2 Critical Appraisal of the Model
- 2. Consumer Decision Processes and Behavioral Dynamics on Vinted
- 2.1 The Stimulus-Organism-Response Framework
- 2.2 Internal Processing and Behavioral Response
- 2.3 Social, Cultural and Psychological Influences
- 3. Reducing Purchase Barriers and Drop-Offs
- 3.1 Psychological Mechanisms Supporting Engagement and Loyalty
- 3.2 Behavioral Design and Nudging Strategies
- 4. Conclusion
Objective & Thematic Focus
This paper aims to thoroughly analyze consumer behavior and purchase decision-making on Vinted by applying two major theoretical frameworks: the Five-Stage Model of Consumer Decision-Making and the Stimulus-Organism-Response (SOR) framework. The research explores how users navigate the platform, the psychological and social factors influencing their choices, and strategies Vinted can employ to enhance user engagement and loyalty.
- Consumer Decision-Making Models (EBK and SOR)
- Behavioral Dynamics in Online Secondhand Marketplaces
- Psychological, Social, and Cultural Influences on Purchase Decisions
- Strategies for Reducing Purchase Barriers and Drop-Offs
- Leveraging Behavioral Design and Nudging for Engagement
- Vinted's Community-Based Model and User Loyalty
Excerpt from the Book
1. Choosing a Consumer Decision-Making Model
To analyze and influence consumer decisions effectively, Vinted can benefit significantly from applying the Five-Stage Model of Consumer Decision-Making developed by Engel, Blackwell, and Kollat (EBK model, 1968). This model captures the psychological and behavioral dimensions of purchasing, providing a logical yet flexible sequence of five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Especially in the context of secondhand online marketplaces, the EBK model reflects how consumers actively navigate choices that are emotionally, socially, and economically meaningful.
On Vinted, customers typically initiate the buying process by identifying a need, often emotionally driven (e.g., boredom, desire for novelty, identity expression) or pragmatically driven (e.g., low-cost children's clothing). The problem recognition phase triggers their journey on the platform. Due to the nature of secondhand items—limited in quantity and often unique—this phase can be sudden and impulsive.
In the information search phase, Vinted users engage with product listings, use filters, compare prices, and browse seller profiles. The platform design actively facilitates this stage by offering structured navigation tools, like category hierarchies, search suggestions, and photo galleries. The evaluation of alternatives is particularly relevant in secondhand shopping, where condition, brand, price, and availability vary widely. Consumers weigh these attributes against their preferences, budget, and expectations.
During the purchase decision phase, consumers make trade-offs influenced by urgency, perceived value, or trust cues (e.g., seller ratings). Because every item is unique and potentially irreplaceable, decision-making may involve a sense of competition, especially if many users have liked the item. This urgency taps into behavioral economics principles, such as loss aversion (Tversky & Kahneman, 1991).
Finally, the post-purchase behavior—a phase sometimes overlooked in traditional retail—plays a critical role in Vinted's community-based model. Buyers often rate the seller, may relist the item, or provide feedback. This feedback loop shapes future behavior by reinforcing trust or discouraging future transactions with unreliable sellers. Positive experiences can lead to brand loyalty, while negative ones may result in churn.
Summary of Chapters
1. Choosing a Consumer Decision-Making Model: This chapter introduces the Engel, Blackwell, and Kollat (EBK) Five-Stage Model of Consumer Decision-Making and details its applicability to Vinted's consumer journey, while also offering a critical appraisal of its linearity in real-life online shopping.
2. Consumer Decision Processes and Behavioral Dynamics on Vinted: This section explores the Stimulus-Organism-Response (SOR) framework in depth, categorizing various stimuli and discussing how internal processing, along with social, cultural, and psychological influences, shapes user behavior on the Vinted platform.
3. Reducing Purchase Barriers and Drop-Offs: This chapter identifies common psychological barriers preventing purchases on Vinted, such as risk aversion and perceived complexity, and outlines how psychological mechanisms and behavioral design strategies, including nudging, can enhance engagement and loyalty.
4. Conclusion: The concluding chapter summarizes the insights gained from applying the EBK and SOR models to Vinted, emphasizing that integrating behavioral science into platform design is crucial for creating meaningful, ethical, and engaging consumer experiences, ultimately fostering long-term success.
Keywords
Consumer behavior, Vinted, purchase decision-making, EBK model, SOR framework, secondhand marketplaces, psychological influences, behavioral economics, nudging, user engagement, loyalty, circular fashion, digital commerce, sustainability, cultural factors, decision paralysis.
Frequently Asked Questions
What is this paper generally about?
This paper analyzes consumer behavior and purchase decision-making on Vinted, an online secondhand marketplace, through the lens of established psychological and marketing frameworks.
What are the central thematic areas?
The central themes include consumer decision-making processes, behavioral dynamics, psychological influences on purchasing, and the application of behavioral design strategies in digital commerce.
What is the primary objective or research question?
The primary objective is to understand how Vinted users make purchasing decisions and how the platform can optimize its design and marketing strategies based on consumer psychology to foster engagement and loyalty.
Which theoretical frameworks are used?
The paper primarily uses the Five-Stage Model of Consumer Decision-Making (Engel, Blackwell, and Kollat) and the Stimulus-Organism-Response (SOR) framework.
What is covered in the main body?
The main body covers the application and critique of the EBK model, the components and dynamics of the SOR framework, internal processing and behavioral responses, social, cultural, and psychological influences, as well as strategies to reduce purchase barriers and enhance engagement and loyalty through behavioral design and nudging.
What keywords characterize the work?
Key terms include consumer behavior, Vinted, decision-making, EBK model, SOR framework, psychological influences, nudging, user engagement, and circular fashion.
How does Vinted apply the Five-Stage Model of Consumer Decision-Making?
Vinted applies the EBK model by facilitating each stage: problem recognition (needs-driven purchases), information search (browsing and filters), evaluation of alternatives (comparing unique items), purchase decision (urgency and trust), and post-purchase behavior (feedback and re-listing).
What role do social and cultural influences play in Vinted's consumer behavior?
Social influences, such as reference groups and micro-communities on Vinted, shape consumer preferences, while cultural factors, like Germany's high uncertainty avoidance and value for pragmatism, necessitate transparent processes and align with Vinted's sustainability positioning.
What are some psychological mechanisms Vinted can leverage for engagement and loyalty?
Vinted can leverage mechanisms like mitigating cognitive dissonance (e.g., reinforcing environmental benefits), fostering psychological ownership (endowment effect), promoting intrinsic motivation through self-determination theory, and creating flow states through balanced task complexity and skill.
How does Vinted use behavioral design and nudging strategies?
Vinted employs nudges like push notifications, gamified incentives, predictive personalization, temporal framing, and a well-calibrated choice architecture to guide user behavior towards desired outcomes, while also building trust through proxy signals like ratings and seller verification.
- Quote paper
- Anonym (Author), 2025, Consumer Behavior. Consumer Behavior and Purchase Decision-Making at Vinted, Munich, GRIN Verlag, https://www.grin.com/document/1609970
