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Wie fair sind Online-Communities für ihre User?: Explorative Analyse der Zusammenhänge einzelner Aspekte von firmeninitiierten Crowdsourcing-Geschäftsmodellen und dem Fairness- und Zufriedenheitsem

Wie fair sind Online-Communities für ihre User?: Explorative Analyse der Zusammenhänge einzelner Aspekte von firmeninitiierten Crowdsourcing-Geschäftsmodellen und dem Fairness- und Zufriedenheitsem

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: Sehr gut, Wirtschaftsuniversität Wien (Institut für Entrepreneurship und Innovation), Veranstaltung: Diplomarbeit im Rahmen des BWL Studiums, Sprache: Deutsch, Abstract: Crowdsourcing gilt als Geschäftsmodell der Zukunft (BrandeinsOnline 2007). Da jedoch immer mehr Unternehmen die Vorteile derartiger Geschäftsmodelle (Ogawa, Piller 2006: 66ff.) erkennen, verschärft sich die Konkurrenz der Community-Betreiber um die beschränkte, und für den Erfolg von Crowdsourcing-Geschäftsmodellen essenzielle Ressource "Mensch" (BrandeinsOnline 2007). Daher stellt sich die Frage, was Online-Crowdsourcing-Communities ihren Teilnehmern offerieren müssen, damit diese an ihrer Community partizipieren? Die vorliegende Diplomarbeit veranschaulicht anhand explorativer Analysen der Online-Communities Threadless, LaFraise und A-better-tomorrow, dass die gerechte Gestaltung der Geschäftsmodelle derartiger Communities die Teilnahmemotivation potenzieller User positiv beeinflusst. Fairness ist somit neben den bereits bekannten ökonomischen, hedonistischen und sozialen Motiven (Walcher, 2007: 150) ein wesentlicher Grund, um sich an Crowdsourcing-Communities zu beteiligen. Darüber hinaus kann gezeigt werden, dass die gerechte Ausgestaltung des Geschäftsmodells auch die Loyalität der Mitglieder gegenüber ihrer Community positiv beeinflusst. Das Gerechtigkeitsempfinden der User kann durch die Gestaltung des Entlohnungssystems, durch den Umgang mit den Verwertungsrechten der eingereichten Designs sowie durch die transparente Gestaltung des Geschäftsmodells, die aktive Einbindung der User in Entscheidungsprozesse und den respektvollen Umgangston innerhalb der Community beeinflusst werden. Nimmt der Community-Betreiber keine Rücksicht auf diese Aspekte und das Fairnessempfinden seiner User, führt dies dazu, dass Menschen die Community verlassen und negatives Word of Mouth verbreiten. Dadurch kann ein Sc


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Product Details
  • ISBN-13: 9783640302802
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 168 gr
  • ISBN-10: 364030280X
  • Publisher Date: 15 Apr 2009
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Explorative Analyse der Zusammenhänge einzelner Aspekte von firmeninitiierten Crowdsourcing-Geschäftsmodellen und dem Fairness- und Zufriedenheitsem
  • Width: 148 mm


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Wie fair sind Online-Communities für ihre User?: Explorative Analyse der Zusammenhänge einzelner Aspekte von firmeninitiierten Crowdsourcing-Geschäftsmodellen und dem Fairness- und Zufriedenheitsem
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Wie fair sind Online-Communities für ihre User?: Explorative Analyse der Zusammenhänge einzelner Aspekte von firmeninitiierten Crowdsourcing-Geschäftsmodellen und dem Fairness- und Zufriedenheitsem
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