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Internationaler E-Commerce
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Aufgrund seiner internationalen Verbreitung bietet das Internet Konsumenten und Anbietern Mglichkeiten des Ein- und Verkaufs, die bisher nur unzureichend untersucht sind. Georg Fassott analysiert das internationale Konsumentenverhalten im Internet. Hierzu nutzt er Erkenntnisse aus dem Technologie-Akzeptanz-Modell und der Flow-Forschung. Anhand einer Internet- und Telefonbefragung in Deutschland berprft er sein Modell empirisch. Da fr einen Groteil der Variablen ein formatives Messmodell besser geeignet ist als andere, wird der Partial-Least-Squares-Strukturvergleichsansatz (PLS) als Auswertungsverfahren gewhlt und intensiv besprochen. Abschlieend erarbeitet der Autor Handlungsempfehlungen fr Unternehmen, die ber das Internet internationale Kunden gewinnen und zufrieden stellen wollen.
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