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Interaktives Fernsehen
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Interaktives Fernsehen gehrt zu den Produkten bzw. Dienstleistungen, bei denen es nicht allein um die Annahme durch den Verbraucher geht. Wichtig ist, dass es mglichst hufig genutzt wird. Hardware (z.B. die Set-top-box und das TV-Gert), Software (z.B. die Navigationssoftware) und Inhalte (z.B. Filme im Video-on-Demand) bilden ein Angebot, das nur im Zusammenspiel der Komponenten vom Nutzer wahrgenommen und beurteilt wird. Im Rahmen einer empirischen Untersuchung analysiert Michel Clement die Wirkung potenzieller Akzeptanzfaktoren und ermittelt die Zahlungsbereitschaft fr Filme bei Video-on-Demand. Die geschtzten Zahlungsbereitschaftsfunktionen dienen als Grundlage fr die Analyse und Prognose der Nutzung des Interaktiven Fernsehens.
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