Research Project #4

Topic: Psychological Determinants of Dynamic Channel Selection in the Context of Digital Retail

Project Description: The objective of this project is the identification and analysis of major psychological factors (including gender) affecting channel selections and customer experience. Based on existing research and empirical studies the factors will be consolidated into stereotypical buying types which will be classified afterwards into a buying behaviour model.  

Researcher: This research project will be carried out by ESR 4 Anna Hermes.

Host Supervisor: This position is supervised by Dr. René Riedl. René Riedl is Associate Professor at the Institute of Business Informatics – Information Engineering. In spring 2012, he was a guest professor at HEC Montréal, Canada, and he was appointed at this university as an associate researcher at the Tech3Lab.

Host Institution: The Johannes Kepler University Linz (JKU) is a young university with a unique focus on socio-economic, legal, natural/technical sciences and medicine. The Institute for Digital Business is part of the Faculty of Social Sciences, Economics and Business with Departments for Digital Business and Digital Education..

Secondments: This position includes 2 secondments to partner organisations. The planned secondments will be to

    • Intersport (under supervision of Mag. Marcel Verhofnik), in month 14 for 3 months, for ‘data collection and model testing’,
  • Unimarkt (under supervision of Tina Pappenreiter), in month 24 for 3 months, ‘for practical evaluation of the developed model’.