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Online-Meinungsfhrer im Modemarkt

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834930217
Condition
New
Product Description

Beeinflussen Online-Meinungsfhrer die Kaufentscheidungen anderer Internetnutzer im Modemarkt? Die Autoren befragen in selektierten Diskussionsforen 402 Teilnehmerinnen zu ihren Kaufgewohnheiten. Sie weisen nach, dass Kaufentscheidungen im Bereich Mode durch andere Nutzer in Diskussionsforen beeinflusst werden, wobei der Grad der Beeinflussbarkeit insbesondere mit der Strke der Orientierung an anderen Personen und der Hufigkeit des Bittens um Ratschlge korreliert. Das Vertrauen in den Ratgeber ist besonders hoch, wenn dieser vom Meinungssuchenden als ihm selbst in Einstellungen und Werten hnlich eingeschtzt wird.

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