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Konsumenten in Netz-Communities: Hintergründe, Formen, Kommunikation by Schneeweiß, Ruth

Konsumenten in Netz-Communities: Hintergründe, Formen, Kommunikation

by Ruth Schneeweiß
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Book cover type: Paperback
  • ISBN13: 9783838628844
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 184
  • Original Price: GBP 100.9
  • Language: German
  • Edition: N/A
  • Item Weight: 245 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Die Entwicklung des Internets und seiner Nutzer hat sich rasant beschleunigt. Seit der Erfindung des World Wide Web 1989 erfährt auch die kommerzielle Nutzung des Internets eine dynamische Entwicklung. Das Internet verleiht Verbrauchern erstmals mehr Macht durch eine umfassende Marktübersicht. Für Unternehmen wird Kunden- bzw. Nutzerbindung zum strategischen Erfolgsfaktor. Vor dem Hintergrund der beschriebenen Entwicklung geraten sogenannte Virtual Communities (VCs) - Treffpunkte im Netz - zunehmend ins Blickfeld kommerziell orientierter Betreiber. VCs sind hoch frequentierte Seiten und ermöglichen die Erstellung detaillierter (Nachfrager-) Profile. Um bestimmte Vorzüge der VC nutzen zu können, müssen sich die User unter Angabe persönlicher Daten registrieren. Es stellt sich die Frage, inwieweit Datenschutz tatsächlich Beachtung findet. Ist eine VC etabliert, stellt sie einen attraktiven Nachfragerpool für anbietende Unternehmen dar. Untersuchungen von Verbraucherschutzorganisationen haben jedoch zahlreiche Mängel bei Online-Shops festgestellt. Auch im Bereich Verbraucherschutz bestehen demnach Risiken für Verbraucher. Es stellt sich auch die Frage nach der Verlässlichkeit von Informationen, denn hinter einem vermeintlich zufriedenen Kunden (...) kann sehr gut der Betreiber (der Firma) selbst stecken. VCs unterscheiden sich hinsichtlich der Ma nahmen, wie die Qualität der kommunizierten Inhalte gewährleistet wird. Die Offenheit des Internets, besonders innerhalb der VCs, erschwert bzw. macht eine redaktionelle Überprüfung aller Inhalte nahezu unmöglich. Aus den genannten Fragestellungen ergeben sich weitere Bereiche, die thematisiert werden sollen. Dazu zählen die spezifischen Mehrwerte einer VC, die als Gegenleistung für die geldwerten Nutzerdaten verstanden werden können. Wird beispielsweise gegenüber den Verbraucheroptionen au erhalb des Internets tatsächlich ein zusätzlicher Nutzen geboten? Die Arbeit gliedert sich in einen theoreti

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