Get Akzeptanz von Beacons für Location-based Advertising: Eine PDF

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Get Akzeptanz von Beacons für Location-based Advertising: Eine PDF

Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based companies, 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 advertisements aus Konsumentensicht und untersucht sie auf der Grundlage der Strukturgleichungsmodellanalyse.