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Mobile Marketing auf Smartphones: Eine empirsche Untersuchung zur Akzeptanz unter Verwendung des PLS-Verfahrens

Mobile Marketing auf Smartphones: Eine empirsche Untersuchung zur Akzeptanz unter Verwendung des PLS-Verfahrens

          
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About the Book

Die vorliegende Studie beschäftigt sich mit dem Thema der Akzeptanz von Mobile-Marketing-Maßnahmen im B2C Bereich auf Smartphones. Im ersten Abschnitt werden die theoretischen Grundlagen aus den Bereichen Mobile-Marketing und der Akzeptanzforschung behandelt. Ziel der Arbeit ist es, etwaige Einflussfaktoren zu identifizieren und deren Wirkung auf die Akzeptanz empirisch zu untersuchen. Der empirische Teil der Arbeit basiert auf dem angepassten Technology Acceptance Model, wodurch die Verwendung des Partial Least Squares Verfahrens zu begründen ist. Für die Erhebung der empirischen Daten wurde als Instrument die Onlinebefragung gewählt und die so gewonnenen Daten wurden anschließend mittels der frei verfügbaren Software SMARTPLS auf das angepasste Modell angewendet.
About the Author: Mag. Christian Ortig, B.A., wurde 1983 in Ried im Innkreis geboren. Sein Studium der Wirtschaftswissenschaften an der Johannes Kepler Universität Linz schloss der Autor im Jahre 2012 mit dem akademischen Grad des Magister der Sozial- und Wirtschaftswissenschaften erfolgreich ab. Bereits während des Studiums sammelte der Autor umfassende praktische Erfahrungen im Bereich des Electronic Commerce und ist seitdem erfolgreich als SAP-Berater tätig.


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Product Details
  • ISBN-13: 9783842898752
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Eine empirsche Untersuchung zur Akzeptanz unter Verwendung des PLS-Verfahrens
  • Width: 148 mm
  • ISBN-10: 3842898754
  • Publisher Date: 19 Jun 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 131 gr


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Mobile Marketing auf Smartphones: Eine empirsche Untersuchung zur Akzeptanz unter Verwendung des PLS-Verfahrens
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