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Die Akzeptanz von Augmented-Reality-Anwendungen im Handel

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658291631
Condition
New
Product Description

Aus einem zunehmenden Interesse der Handelsunternehmen am Einsatz von Augmented-Reality-Technologien ergibt sich die Frage nach der Akzeptanz dieser Anwendungen durch die Konsumenten. Vor diesem Hintergrund entwickelt und berprft Stefanie Schreiber einen Untersuchungsansatz basierend auf dem Technologieakzeptanzmodell. Neben der klassischen Fragebogenerhebung verwendet sie Methoden des Text-Mining zur Auswertung von Online-Kundenrezensionen. Die Arbeit liefert Erkenntnisse zu den Bestimmungsfaktoren der Technologieakzeptanz und zeigt Mglichkeiten auf, Konsumentenmeinungen zur Akzeptanz zuknftig automatisiert zu gewinnen.

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