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Personalisierung Im Internethandel: Die Akzeptanz Von Kaufempfehlungen in Der Bekleidungsbranche
Paperback
ISBN13: 9783834945587
Publisher: Gabler Verlag
Published: Jan 8 2013
Pages: 266
Weight: 0.77
Height: 0.61 Width: 5.83 Depth: 8.27
Language: German
Im Internethandel gilt die Personalisierung als wichtiger Wettbewerbsvorteil, da sie den Einkaufsvorgang der Konsumenten lenken und vereinfachen kann. Speziell Recommendersysteme und die mit ihnen generierten Kaufempfehlungen sind zu diesem Zweck weit verbreitet. Vor diesem Hintergrund untersucht Eva Stüber die Akzeptanz von Kaufempfehlungen im Internethandel. Zur Akzeptanzmessung entwickelt sie einen innovativen Messansatz, welcher subjektive und objektive Messungen kombiniert. Aus den Ergebnissen der Akzeptanzmessung leitet die Autorin Handlungsempfehlungen zur Optimierung von Recommendersystemen ab. Für die 2. Auflage wurde das Buch aktualisiert und um neue Erkenntnisse ergänzt.
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