Refine
Document Type
- Bachelor Thesis (1)
- Master's Thesis (1)
Keywords
- Advertising (1)
- Akzeptanz (1)
- Bedarfsforschung (1)
- Blog marketing (1)
- Einstellung (1)
- Experiment (1)
- Internet (1)
- Web log (1)
- Weblog (1)
- Werbeform (1)
The thesis develops and evaluates a hypothetical model of the factors that influence user acceptance of weblog technology. Previous acceptance studies are reviewed, and the various models employed are discussed. The eventual model is based on the technology acceptance model (TAM) by Davis et al. It conceptualizes and operationalizes a quantitative survey conducted by means of an online questionnaire, strictly from a user perspective. Finally, it is tested and validated by applying methods of data analysis.
Auswirkungen verschiedener Werbeformen im Internet auf Einstellung, Erinnerung und Kaufabsicht
(2009)
The present bachelor- thesis studies the influence of three online advertisements (banner, streaming ad and interstitial) on attitude, recall and purchase intention with an experiment. It has an introduction to online advertising and the examined advertisements as well as a review of the three theoretical main focuses of analyzes. The experiment was organized within an online questionnaire. 358 test persons participated. The collected data was verified on differences by correlation matrix and analysis of variance.
