Download Akzeptanz von Beacons für Location-based Advertising: Eine by Marco Altpeter PDF

By Marco Altpeter

Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based prone, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmöglichkeiten im advertising. Da eine kundenindividuelle Ansprache in step with cellphone die Akzeptanz der Kunden voraussetzt, identifiziert der Autor empirisch Determinanten der Akzeptanz neuer Technologien am Beispiel von Location-based ads aus Konsumentensicht und untersucht sie auf der Grundlage der Strukturgleichungsmodellanalyse. 

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