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Der Einfluss von Website-Qualität auf das Markenimage: Eine Analyse am Beispiel des öffentlich-rechtlichen Rundfunks

Author

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  • Hartmann, Karen
  • Pezoldt, Kerstin

Abstract

In den letzten Jahren hat sich die Forschung verstärkt mit Fragen der Qualität und der Eigenschaften von Websites im E-Commerce-Bereich beschäftigt. Bisher liegt kein wissenschaftlich fundierter und allgemein akzeptierter Website-Eigenschafts-Katalog zur nutzerfokussierten Bewertung der Website-Qualität für Non-Profit-Organisationen vor. Im Fokus des Beitrags steht die Betrachtung des Einflusses der Website-Qualität auf das Markenimage öffentlich-rechtlicher Sender. Zur Klärung dieses Zusammenhangs werden die Signaling Theorie, das Technologie-Akzeptanz-Modell, das S-O-R Modell und das Assoziative Netzwerkmodell des Langzeitgedächtnisses herangezogen und ein Untersuchungsmodell entwickelt, mit dessen Hilfe der Zusammenhang zwischen beiden Konstrukten erklärt, die Einflussrichtung postuliert und Implikationen für die Praxis abgeleitet werden können.

Suggested Citation

  • Hartmann, Karen & Pezoldt, Kerstin, 2018. "Der Einfluss von Website-Qualität auf das Markenimage: Eine Analyse am Beispiel des öffentlich-rechtlichen Rundfunks," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 1, number 12018.
    • Handle: RePEc:zbw:tuisbw:12018
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    References listed on IDEAS

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