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Akzeptanz von Beacons für Location-based Advertising

Akzeptanz von Beacons für Location-based Advertising

Marco Altpeter

60,86 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Investigación de mercado
ISBN:
9783658166076
60,86 €
IVA incluido
Disponible

Selecciona una librería:

  • Librería Samer Atenea
  • Librería Aciertas (Toledo)
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Sobre IBD

Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based Services, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmöglichkeiten im Marketing. Da eine kundenindividuelle Ansprache per Smartphone die Akzeptanz der Kunden voraussetzt, identifiziert der Autor empirisch Determinanten der Akzeptanz neuer Technologien am Beispiel von Location-based Advertising aus Konsumentensicht und untersucht sie auf der Grundlage der Strukturgleichungsmodellanalyse. 

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