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Die Ästhetik von Webseiten und Konsumentenverhalten by Schwertfeger, Stephan

Die Ästhetik von Webseiten und Konsumentenverhalten

by Stephan Schwertfeger
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Book cover type: Paperback
  • ISBN13: 9783656580379
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 66
  • Original Price: USD 41.9
  • Language: German
  • Edition: N/A
  • Item Weight: 96 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,00, Leopold-Franzens-Universität Innsbruck (Institut für Strategisches Management, Marketing und Tourismus), Veranstaltung: Bachelor-Seminar, Sprache: Deutsch, Abstract: Die Ästhetik von Webseiten ist in den letzten Jahren immer mehr in den Fokus der Forschung gerückt. Das Besondere daran ist, dass dieser Themenrahmen aus vielen Forschungsrichtungen betrachtet wird und somit ein hohes Ma an Interdisziplinarität aufweist. Die Argumente für die Erforschung sind daher sehr vielfältig. Die vorliegende Arbeit ist durch eine deskriptiv-konzeptionelle Ausrichtung bestimmt. Die Aufbereitung der vorhandenen und aktuellen Literatur zum Thema zeigte, dass Webseiten von drei wichtigen Dimensionen - Inhalt, Usability, Ästhetik - geprägt sind. Für jedes Konstrukt wird ein Messinstrument genannt und beschrieben. Die Ästhetik von Webseiten hinsichtlich der Wirkung und des Einflusses auf das Konsumentenverhalten stand jedoch im Mittelpunkt dieser Arbeit. Es zeigten sich direkte Einflüsse der Ästhetik, ebenso wie indirekte Einflüsse über andere Konstrukte und Merkmale auf den Nutzer einer Webseite. Des Weiteren werden Implikationen für Management und Webdesigner hinsichtlich des Einsatzes von ästhetischen Elementen gegeben. Die bisherigen Arbeiten decken einige Forschungslücken im Bereich der Webseitenästhetik auf und verlangen somit nach weiteren und vertiefenden Forschungsarbeiten.

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