Online értékesítésösztönzés az európai e-kereskedelemben: trendek, hatásmechanizmusok és szabályozási keretek
DOI:
https://doi.org/10.33031/ZRFS.2026.4.5Kulcsszavak:
online értékesítésösztönzés, európai e-kereskedelem, felelős digitális marketing, fogyasztói elköteleződésAbsztrakt
A tanulmány az online értékesítésösztönzés meghatározó trendjeit és eszközeit vizsgálja az európai e-kereskedelemben. A kutatás tematikus szakirodalmi szintézisre épül, amely tudományos publikációk, iparági jelentések és európai szabályozási források integrált elemzésével térképezi fel a promóciós gyakorlatok fejlődési irányait. Az eredmények szerint, a mesterséges intelligencia alapú személyre szabás, a közösségi kereskedelem, az influencer marketing, az omnichannel stratégiák, valamint a rugalmas fizetési és szállítási megoldások az online promóciós eszköztár meghatározó pilléreivé váltak. Az elemzés rámutat arra, hogy a promóciós eszközök hatékonysága jelentősen függ a helyzettől. Míg az adatvezérelt megoldások hosszabb távú ügyfél-elköteleződést támogatnak, addig a szűkösségi és időben korlátozott promóciók hatása az online környezetben mérsékeltebb. A tanulmány kiemeli a GDPR és a fenntarthatósági szempontok stratégiai szerepét az európai e-kereskedelmi promóciók alakításában.
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