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About the Book

Nell'attuale mondo digitalizzato, in cui quasi tutti sono connessi al mondo attraverso i loro smartphone e internet, le organizzazioni hanno l'opportunità di rivolgersi ai loro clienti attraverso le applicazioni mobili. Lo scopo della presente ricerca è quello di verificare l'impatto della pubblicità digitale mobile sull'intenzione di acquisto dei clienti. La variabile indipendente di questa ricerca è la pubblicità digitale su dispositivi mobili, mentre l'intenzione di acquisto dei clienti è considerata la variabile dipendente. Sono state sviluppate e testate cinque ipotesi. In questa ricerca sono presenti due variabili di mediazione, tra cui la motivazione e la percezione del cliente. Lo studio si basa sulla teoria dell'uso e della gratificazione sviluppata da Katz e Blumler (1974). I dati sono stati raccolti attraverso un questionario strutturato, utilizzando la tecnica del campionamento giudicante. Il ricercatore ha visitato diversi college, università, parchi, centri commerciali e ristoranti per raccogliere i dati dagli intervistati. I questionari sono stati distribuiti a 500 intervistati, indipendentemente da sesso, età e professione. 50 questionari sono andati persi e 450 sono stati utilizzati per l'analisi dei dati. I dati sono stati analizzati utilizzando i software SPSS 20 e AMOS 18.


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Product Details
  • ISBN-13: 9786207884896
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Edizioni Sapienza
  • Height: 229 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 152 mm
  • ISBN-10: 6207884892
  • Publisher Date: 28 Jul 2024
  • Binding: Paperback
  • Language: Italian
  • Returnable: N
  • Weight: 159 gr


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