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The Deregulation of Sunday Trading and Its Impact on the Online Shopping Behaviour of Apparel Customers. A Comparison Between Austria and the Netherlands PDF
By:Bernhard Haber
Published on 2016 by

Das Einkaufsverhalten europäischer Konsumenten hat sich in den letzten Jahrzehnten stark verändert. Der Ausbau des europäischen Binnenmarktes hat zu einem Anstieg der Marktkonzentration und des Wettbewerbs geführt. Während das Marktvolumen stagnierte, haben sich die Marktanteile zwischen den einzelnen Vertriebskanälen verschoben. Der Onlinehandel hat seitdem an Volumen gewonnen. Die steigende Anzahl der Online-Käufer beweist, dass sich der stationäre Handel verändern muss. Konsumenten verlangen mehr Flexibilität in Bezug auf deren Bedürfnisse. Seit einiger Zeit fordern Handelsunternehmen und Handelsverbände in ganz Europa die Deregulierung der Geschäftsöffnungszeiten. In vielen europäischen Ländern wurden bereits erweiterte Öffnungszeiten unter der Woche und an Sonntagen eingeführt. Es gibt jedoch noch immer Länder, die sich einer Liberalisierung widersetzen, meist aufgrund kultureller- und politischer Opposition. Diese Arbeit vergleicht Österreich und die Niederlande hinsichtlich der Auswirkungen der Sonntagsöffnung auf das Online-Kaufverhalten von Konsumenten. Nach der Durchführung einer Befragung zeigen die Ergebnisse, dass die Sonntagsöffnung nicht direkt mit Veränderungen im Online-Kaufverhalten in Verbindung gebracht werden kann. Die Ergebnisse weisen jedoch auf Auswirkungen auf das generelle Einkaufsverhalten hin.*****European retail behaviour has changed significantly over the past decades. The implementation of a single market has led to an increase in market competition and concentration. While the overall market volume has been stagnating for several years, shares have been relocating within its boundaries. The online market, for instance, has since been gaining a significant share from physical stores. By deciding to shop online, consumers urge traditional retailers to change. Most of all, they demand more flexibility with regard to their shopping habits. As a consequence, retail businesses and major trading associations started calling for governments to deregulate shop opening hours. Most European countries have since lifted their regulations, introducing additional business hours during the week and on Sundays. There are, however, several countries that still refuse to deregulate Sunday trading, mainly due to cultural and political opposition. This contribution aims to compare two European countries regarding the impact of Sunday trading deregulation on the online shopping behaviour of their inhabitants. On the one hand Austria, a conservative country that opposes deregulation, and on the other hand the Netherlands, a liberal country that dropped regulations several years ago. After gathering information on the behavioural characteristics of apparel customers in both countries, the main findings suggest that Sunday trading cannot directly be linked to changes in online shopping behaviour. There is, however, evidence that suggests an impact on shopping behaviour in general.

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Download The Deregulation of Sunday Trading and Its Impact on the Online Shopping Behaviour of Apparel Customers. A Comparison Between Austria and the Netherlands PDF Free

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